Ipiranga at Rock and Rio

In 2018, the brand also decided to increase its visibility at the event in Portugal. The challenge was to activate the Ipiranga brands and Am / Pm convenience stores and insert them into the digital conversation related to Rock In Rio Lisboa.

FSB thought of a strategy that went beyond visibility and that also engaged new audiences and reached a promotion that would reach the general public and also Brazilian influencers, who would be awarded a luxury trip to Rock In Rio Lisboa with access to Vip area.

Logged on to the hotsite, the participant should publish an answer to the question “what madness would you do to go to Rock in Rio Lisboa?”, Using the hashtag #RiRLisboaAMPM. Each post would generate a coupon that would be drawn according to the numbers of the Federal Lottery.

For the influencers, the challenge was to record a video in an Am / Pm store, buying everything they could to “survive” a whole day at Rock in Rio Lisboa, in just 30 seconds – the videos would be voted by the public on the hotsite itself .

There were 21 thousand participations of the general public in the draw, 440 thousand video views, 25 thousand votes, resulting in more than 22 million in reach of the generated content.


22.1 million reach of content;

24,930 votes from the public;

20,678 general public participation in the draw;

440,000 views of promotional video from Ipiranga and its influencers.