About
Lollapalooza Brazil Bradesco Coverage, an innovating way of connecting the Bank to the young people with issues of their interest, in partnership with creators and unprecedented formats like simultaneous lives, masthead of YouTube with exchange of various creative and new formats in the Twitter.
Innovation presentation
Bradesco was the sponsor of the 2018 Brazilian edition of Lollapalooza, one of the world’s largest music festivals. The project began in 2017, in partnership with “Ticket for Fun”, in a strategy of 4 phases: promotion, pre-event, event, post event.
The main objective was allowing everybody to know and interact, even virtually, with the festival. When democratizing the access, Bradesco connected itself with a diverse audience by means of music and interaction in the social networks. In order to create an unique experience, engaging people with every style, the project had a team of creators formed by YouTubers, photographs, artists, music specialists, and professional twitters that co-created with Bradesco during the entire campaign.
In the promotion and pre-event phases, posts focused on the activation of Bank’s customers and non-customers, who could apply for tickets, and brought hints to enjoy the festival in the best way.
During the three days of Lollapalooza, the greatest challenge was covering, in real time, everything that happened in the stages. There were diverse posts in Facebook, Twitter and Instagram. And also simultaneous lives in Facebook, YouTube and Twitter.
At the post-event, creators and Bradesco’s team shared, by means of music, videos and pictures all the lived sensations and emotions.
Over 53 million users were reached in Facebook and in Instagram, 30 million in YouTube, 655 million impressions, 102 million views, 3 million clicks and #todosnolollaBR was used over 29,000 times.
Uniqueness of the project
As part of its activities, Bradesco develops and invests on new forms of contents and means to disseminate information in order to get closer to its users, either they are customers or not.
Sponsoring the Lollapalooza music festival that happened in March 2018 was one of the ways to demonstrate to everybody the Bank’s vision and values.
To give better visibility to the generated contents, content creators engaged on themes like diversity, life style, music and culture, encouraged people to participate in the promotion and to connect themselves with the brand, following up all the contents that would come. At the post-event, together with Bradesco’s team, they told how the experience was after three intense days of festival.
Under constant adaptation to new times and new communication forms, Bradesco values musical diversity with rich and relevant contents, which brought to the audience the festival values. Moreover, it acted in new formats, like simultaneous live in Twitter and in the creation of a piece of music that summarizes all the feelings and motivations of this coverage.
Conversations generated in networks were fairly consistent. The #todosnolollaBR hashtag, created by Bradesco to follow up in real time everything the happened during the three festival days, allowed a closer interaction, creating the sensation of membership. As a result, contents live and full of feeling increased, including in the post-event.
