In the late edition of the festival, Rock in Rio decided to end the use of physical wristbands as tickets and migrate to digital tickets that could be downloaded to your phone.The change was good for the environment and for the festival management, but not for one particular group: the fans.The physical wristbands were seen as a souvenir and a collectible with an affective memory for those who attended the festival. As the world's largest and most iconic music festival, the festival had to work to maintain its reputation for being at the forefront of innovation in the entertainment industry, so the challenge was: how do we bring back such a beloved asset to our fans in a short period of time without printing 700,000 new wristbands? Using technology and surfing the POAPs trend to give our audience their beloved souvenir.

Our audience wanted more than a wristband, they wanted to keep a memory.

And in order not to leave our fans without a souvenir of the festival, the solution was to recreate the wristbands in a more modern and technological way. In line with the new trends of the metaverse, a collection of 7 NFT wristbands was redeemed for free by fans who went to Rock in Rio 2022.

But like everything else at the festival, it couldn't just be a wristband. It had to be special because we were talking to fans and fans always want to be part of the magic. So each wristband was designed for a different day of the festival, reflecting the attitude of the artists and the audience on that day.

The 2022 edition of Rock in Rio was one of the most important in the festival's history, as it represented a reunion with the public. Due to the pandemic and environmental concerns, the festival did not distribute physical tickets, leaving fans without their beloved wristbands.

Rock in Rio and Block4 did not let the fans down, however, and turned the wristbands into digital collectibles. Released exactly one month after the festival ended, they became the latest way to say: "I was there.

The target audience strategy was to create an exclusive wristband for each day of the concert, as each day was dedicated to a different type of music fan.

July 1st: Kick off! It was the starting point between Rock in Rio and Block 4.

August 2nd: first rehearsals and all rejected by the way ☹.

August 5th: first NFT accepted! (Iron Maiden's day)

August 25th: last NFT approved! (Dua Lipa's day)

October 10th: official launch with 26,000 wristbands redeemed for people from all over the country at the Rock in Rio platform.

High buzz in the activation of a new secondary market for wristband sales in a totally organic way with more than 16,000 results on Google when typing "Rock in Rio NFT Wristband"; 88,791 NFT orders; 68,216 unique users; 50. 034 total sales; 1465 mentions on networks in the first day; 91% of brand health during the redemption period; 1 NFT claimed for free sold for US$400 on the blockchain; Highest number of NFT transactions in Latin America (source Crypto Slam); World's largest NFT claim on launch day.