Less than a week after the end of Rock in Rio 2022, on Sunday (11), the organization, sponsors and supporters released the balance of the event held in early September in the City of Rock. In its ninth edition, the festival generated BRL 2 billion, almost 50% more than in the 2019 edition, in addition to generating 28,000 jobs. Of the 700 thousand paying, 420 thousand came from outside Rio de Janeiro, which corresponded to almost 60% of the total public. The festival lasted 507 hours, with the presentation of 1,255 artists and 300 shows. More than done deals, the brands also celebrated the visibility achieved on social networks.
Master sponsor for the sixth time, Itaú – through Rede, Itaú Unibanco’s means of payment company – handled more than R$61 million in sales, an increase of 69% compared to the 2019 edition. 1.35 million transactions in stores located in Cidade do Rock, which included food, beverages and official products, which represented an increase of 57% compared to the last edition.
+ TIM had 20% of 5G accesses during Rock in Rio, twice as much as expected
Executive Angelo Russomano, director of the Network, highlighted that the institution worked with mobilized teams and minute-by-minute follow-up with everyone involved, allowing quick communication to ensure that the public could make their purchases quickly. “More than 3,000 Rede’s sales terminals were ready for service throughout the event, with flexible and adaptable technologies that covered all sales profiles operated in Cidade do Rock”, he said.
Regarding payment methods, according to the company, 54% of purchases were made using credit, while debit accounted for 45% (the remainder comprised payments with Pix, voucher and QR Code). And payment using NFC technology, in which the card or cell phone is simply placed near the machine, was responsible for 64% of transactions.
TIM celebrated the results obtained in the first Rock in Rio after the launch of the 5G network in Brazil. According to the official sponsor, the festival produced “surprising” data traffic during the event days. The operator’s customers used 133 terabytes of data, enough, for example, to watch videos on YouTube for 45 years and seven months without stopping. Almost 30% of this volume was directed towards uploading photos and videos, but sending messages and making video calls and broadcasts in real time were also intense. The use of fifth-generation technology corresponded to 20% of the total, double the company’s expectations.
The operator analyzed the volume of data trafficked per day and recorded greater intensity of use on the last day 4, Sunday that had as main attraction the Canadian singer Justin Bieber. His show, by the way, broke the operator’s network usage record, followed by Dua Lipa and Ivete Sangalo’s performances, technically tied with Coldplay and Guns N’Roses. “Rock in Rio Brasil 2022 will be unforgettable for TIM. At the beginning of the year, we resumed our event platform and, now, we have reached the apex of our planning, attending the first major festival after the worst phase of the pandemic. We live intensely the Rock in Rio of the reunion”, said Alberto Griselli, CEO of TIM. “We received more than 20 thousand people in our spaces in the City of Rock, reinforcing our connection with music and innovation.”
Porto Saúde, an official supporter and belonging to the Porto Seguro group, said it had carried out 8,100 consultations in medical clinics and 73 removals, without serious cases. In addition, the company took to the festival two activation spaces for the public that registered more than 16,700 visits throughout the festival. The immersive installation, built in partnership with Os Gêmeos, covered 100 m² and received an average of 4 people per minute. The artist space even attracted the band Coldplay. Another company stand was the space for entrepreneurs at Porto Saúde, on Rock Street, with hairstyling, make-up and barber shop services, which served more than 300 people during the event.
In addition to the results in the City of Rock, some sponsors celebrated the visibility on social networks. Itaú, TIM, Americanas, TikTok and Heineken were the most cited brands by the public. Added to the event data, the ranking brings Itaú at the top, with more than 130 thousand mentions, followed by TIM, Americanas, TikTok and Heineken, each with 85 thousand, 77.6 thousand, 27 thousand and 5.6 thousand mentions, respectively. The analysis was carried out using the Sprinklr tool, which, through a quick search methodology, unifies mentions of Rock in Rio and the sponsoring companies. The survey was cut between the 1st, with the objective of capturing the mentions on the eve of the beginning of the festival, and at 6:00 am on the 12th, gathering data from the final moments.
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