Rock in Rio Brands Use Tech to Streamline Freebie Distribution
At Rock in Rio, major brands are using technology to reduce wait times and enhance the festival experience for attendees. Coca-Cola, KitKat, and Trident have implemented digital queue systems using QR codes and chatbots on apps like WhatsApp.
Coca-Cola was the first brand to introduce this concept at Lollapalooza in March and has now brought it to Rock in Rio. Visitors scan a QR code, choose a time slot, and receive notifications by SMS and email. At the designated time, they can collect their freebies, which include a mini CD with a playlist inspired by the artists performing at the festival.
Trident, on the other hand, has created a WhatsApp chatbot called Whisper to manage its digital queue system. QR codes throughout the festival direct attendees to the platform, where they register and receive a digital voucher to collect their product at the brand's space.
KitKat has taken a more immersive approach, turning waiting into an experience. Visitors scan a QR code, complete a registration, and choose a 15-minute time slot. Inside the designated area, they find a dance floor with an exclusive DJ, and after a few minutes, they receive KitKat chocolate and cereal to customize their own bag.