The Festival:
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The festival lasts seven days
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It is run by Rodolfo and Roberta Medina, whose
father started the festival
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The first Rock in Rio festivals were held in
1985, 1991, and 2001
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The event moved to Spain and Portugal between
2004 and 2010, with Rock in Rio Madrid and Rock in Rio Lisbon
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Rock in Rio 2011 featured artists such as Katy
Perry, Elton John, Rihanna, Red Hot Chili Peppers, Snow Patrol, Metallica,
Slipknot, Motorhead, Coheed and Cambria, Joss Stone, Ke$ha, Stevie Wonder, Lenny
Kravitz, Shakira, Maroon 5, Coldplay, Mana, Evanescence, System of a Down, Guns
N’ Roses, and many, many others. Each day of the festival offers a different
line-up with different genres of music.
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Rock in Rio is scheduled for Brazil in 2013
The Advertising:
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25 major sponsors, including Coca-Cola and
Volkswagon.
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Heinekin was a sponsor and underwrote a zip-line
for the festival, with Banco Itau underwriting a giant Ferris wheel.
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There were at least 350 products licensed and
advertised.
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Rock in Rio-branded versions of Trident gum and
the Volkswagen Gol, as well as a clothing line from a local retailer Leader.
Branding:
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With Rock in Rio a strong brand already, they
plan to introduce a namesake stage musical in Brazilian theaters.
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Plans are also underway for a TV channel as well
as a radio station.
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Ms. Medina explains that she hopes for the brand
to become a “permanent lifestyle line” with different products in different
segments.
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The international expansion is planned to
continue with Rock in Rio coming to at least two new countries in the next five
years, hopefully to the US within the next decade.
Sources:
http://adage.com/article/special-report-hottest-global-brands/global-hottest-brands-rock-rio/231290/
http://www.rockinrio.com.br/pt/live/
