A experiência como o centro do conceito de produto no marketing de evento: o caso Rock in Rio Brasil

Abstract

This study aims to analyze the dual marketing relationship between the Rock in Rio Brazil festival and its audience, considering both the experience provided to consumers and the construction and strengthening of the event's identity as a brand. In the context of event marketing, large-scale festivals not only offer entertainment but also become strategic platforms for brand engagement and value enhancement. To this end, the research adopts a qualitative approach, structured as a case study of Rock in Rio Brasil. Data collection was carried out through interviews with festival attendees, allowing for an in-depth analysis of the audience's perception of their experience. Additionally, the historical trajectory of the event was examined, analyzing its editions, changes, and evolution in the entertainment market. The results identified patterns and transformations in the audience’s relationship with the festival over the years, providing insights into the role of event marketing in creating immersive experiences and strengthening brand positioning.