By Christian Rôças – Entertainment Partnerships, LATAM

Rock in Rio, one of the world’s largest music festivals, celebrated its 30th anniversary in Rio De Janeiro this month. This year’s event hosted more than 120 musicians and bands, including Rihanna, Katy Perry, Queen, Metallica and Slipknot, who rocked the stage from Sept. 18-27.

Rock in Rio transcended its venue surroundings, called the “City of Rock,” as millions of people used Facebook and Instagram to create great content, share their experiences, and comment on the performances, whether they were watching in-person, on TV or online.

Overall, 16 million people had 54 million interactions related to Rock in Rio on Facebook, and 10 million people had 41 million interactions related to Rock in Rio on Instagram.

The festival had a special Facebook offering for its fans: a customized, “watching Rock in Rio” icon.

The huge social community that embraces Rock in Rio grew significantly during its 30th anniversary event: the official Instagram account grew its followers by 37%. By investing in relevant video production during the event, the official Rock in Rio Facebook page increased 9x in average daily video views compared with the previous week.

People could join the backstage experience on Facebook, too. Organizers published behind-the-scenes videos and photos, and other partners, like TV official channel Multishow, posted some compelling video as well.

Sneak peak of the digital installations backstage

To encourage the creation of special content, and from different perspectives, Rock in Rio went beyond the usual press pictures and interviews, creating two digital installations in the backstage: a huge, blue “1 Minute Challenge Clock” and a mirrored, photo booth dubbed the “Infinity Room”.

Camila Queiroz - Infinity Room

Even the creator of the festival, Roberto Medina, who is a very well-known Brazilian celebrity, participated in the conversation and created his own Infinity Room photo:

Medina - Infinity Room

Organizers presented Facebook and Instagram posts that were generated during the event on a giant screen during concert intervals on the Main Stage:

Big Screen Integration[2]