In 2017, the 7th edition of Rock in Rio, considered the largest music festival on the planet, took place. The event was held in a venue nicknamed “A Cidade do Rock” (The City of Rock) and gathered about 590,000 people during its 7 days of performances. It is only natural that events of this magnitude must have a great supporting structure, in order to orient visitors and answer their questions. The challenge, then, was to create a service channel that would be part of the immersion in the festival.
The idea was to talk to the audience in a fun and engaging way, respecting their profile. The experience should be excellent, so it was necessary to count on a robust solution that was always available and able to handle thousands of messages at the same time.
The solution was Roque, a service and engagement chatbot on Facebook Messenger, created on the Blip platform. Roque served as an assistant to the visitors of “Cidade do Rock” and also to the viewers who watched Rock in Rio on television. Roque could be inquired about places to withdraw tickets, access to gates, concert schedules and stages, and performance setlists.
It provided details about places to eat, available entertainment on premises, and even information on restroom lines, with updates via push notification. The chatbot was also used for engagement, launching missions and fun quizzes in exchange for rewards, and publishing videos created by the audience. Roque was also essential in announcing the cancellation of Lady Gaga’s concert, who was the main attraction on the first day of the festival. The day before the show, there it was, ready to provide support, inform about refunds and announce which attraction would replace the singer.
It was Rock in Rio’s first experience with this kind of interactive channel, but Roque proved to be a great investment. There were about 3 million messages exchanged by more than 70,000 people during the whole festival. On a single day, Roque interacted with approximately 10,000 different users, which represented 10% of the estimated audience in “Cidade do Rock”.
The success of this case was acknowledged by “Mundo do Marketing” in its Top 10 Marketing Campaigns of 2017.