Branded content is still in its early stages in Brazil. This country is dominated by a strong offline presence of the main open TV channels. Finding ways to promote content through a brand is still limited and halted by the economics of advertising in Brazil.Big events are always an opportunity for branded experiences. Rock in Rio is one of them, and many Brazilian brands took advantage of it. And digital can be a leverage for these types of activities.Digital works like a Pandora's box as it enables ways of producing content together with the audience, and therefore letting the brand's values get through consumers' histories.

Rock in Rio music festival drew the attention of millions of people in Brazil, and consequently brands followed. The challenge was to build up attention until the big day of the concert. Media investment started 2 months before the show, taking advantage of all the gossip] and information about the event. Rather than inform which DJ's would be performing, Burn gave the vote to the people.

Burn allowed their fan's favourite DJ to play in front of millions of people during Brazil's largest musical event, giving users a different event experience and strengthening even more their connection with the electronic scene and their fan's playlists.

With over 2.1m votes cast and over 30% of the music produced downloaded or shared in social media, the result revealed we were very successful at engaging with our target.