TikTok // Rock in Rio
BRAZIL’S BIGGEST MUSIC FESTIVAL
Music Festival Consumer Experience
-TikTok-
TikTok took Rock in Rio by storm with five footprints across the massive music festival: Praça TikTok (TikTok Square), Lounge de TikTok’ers (VIP Lounge), TikTok Boombox (“retro” Route 85), and two artist-only backstage areas. As Rock in Rio’s media partner, TikTok brought experiences to all consumers including playground full of interactive branding, new product showcase, and most of all - amazing music, programming, and meet-and-greets with creators and artists.
Role: Creative Lead, Experiences @ TikTok
OBJECTIVE + STRATEGY
Objective: create TikTok’s first in-person experience in the LATAM region, focusing on creator community and new products
Strategy: build 5 footprints for different audiences to extend reach across the festival; highlight Effect House (AR filters) and Stories as two new products from TikTok to resonate with the young, music-focused audience; program each day full of exciting creator-focused content
Outcome: immersive environments focused on core TikTok branding, top-notch guest experience, tech-heavy experiential, and most of all, show up as a unique, fresh brand for consumers and industry attendees alike
