Rock in Rio Uses Tech to Tame Long Lines
Coca-Cola, KitKat, and Trident are using technology to manage long lines at Rock in Rio. Visitors scan QR codes to reserve a time slot for a freebie. Coca-Cola's system allows users to choose a time and receive notifications by SMS and email. Trident uses a WhatsApp chatbot called Whisper to register for the product.
KitKat takes it a step further with an immersive experience, offering visitors a dance floor with an exclusive DJ after they collect their freebie. Over half of the available sessions were reserved before 7 pm on the first day of testing. The brand plans to use this system as a model for other events.
Coca-Cola expects to distribute around 10,000 freebies at the festival, while KitKat aims to accommodate over 500 participants daily. Despite declining sales volume in the confectionery category, Nestlé's global results show an increase in revenue driven by price hikes.