4. BUSINESS GOALS
• Merge international and Brazilian entertainment
culture
• Attract international audiences and artists to
Brazil
• Attract sponsors to make it profitable
• Sell 48,000 tickets before releasing the lineup
(year 1)
• To create the highest quality live experience
for artists and fans in South America.
• Attract stakeholders
6. SOCIAL
BUZZ
“ABOUT THE TOILETS, HOLDYOUR
BREATH, DON’T LOOK DOWN, AND
IFWORST COMES TOWORST, TRY
TO PRETENDYOU ARE IN A ROCKET
SHIP”
THE CREEPIEST PEOPLE ON EARTH
WILL OFFERYOU DRUGSYOU’VE
NEVER HEARD OF”
“THE KIDS WHO JUST LOVE MOSHING”
7. RESEARCH
Target audience:
• 1. Lollapalooza target
• 2. Possible sponsors/stakeholders
Objective:
• Conduct research on how to acquire sponsor and
stakeholder support + why people attend music
events & their willingness to pay
QUALITATIVE QUANTITAVIVE
8. STRENGHTS
• The Olympic games will bring visibility to Brazil.
• Lollapalooza is a global brand with strong awareness
• Partnership with C3 Presents (Live Nation) provide
exclusive content
• Human Expertise
WEAKNESSES
• Risk to not breakeven: a lot of tickets need to be sold to make it
profitable
• Infrastructure limitations have created problems in the past
• Profits are highly dependent on the diverse factors like sponsors
and ticket sales.
OPPORTUNITIES
• There are no other music festivals occurring at this time
• Lollapalooza is the only annual music festival of its kind
• Olympics Games will bring visibility to Brazil grow the
economy
THREATS
• The Olympic Games (audience and sponsorship
competition)
• Current economic situation in Brazil is not ideal
• High production costs
• Rock in Rio (potentially)
SWOT
9. COMMUNICATION GOALS
• The most go-to festival in Brazil
• Educate people about the live music culture
• Maintain the loyalty of participants and attract new
customers
• Sponsorship
OBJECTIVES
• Sponsor Sales: at least 6 packets by Jan 2016
• Maintain the operational cost
• Increase oversea sales by at least 30%
GOALS
TICKETS SALES: 48,000 BEFORE LINEUP (30% - Y1)
EDUCATE PEOPLE ABOUT THE FESTIVAL CULTURE
10. KEY AUDIENCES – STAKEHOLDERS
• Attendees of the concert + Audiences in Peru and
Ecuador
• Heavy Social Users & Multipliers
• Potential Shareholders and Sponsors
• Existing Shareholders and Partners
• Entertainment Press and Agencies
KEY MESSAGES
• “Discover the new Lollapalooza”
• “Lollapalooza is more than just a music festival”
• “Lollapalooza is about experience”
• “Lollapalooza is a combination of Brazilian musical
culture and current music”
• “Lollapalooza has the new experience of quality and
services”
• “Lollapalooza is a profitable investment and a strong
growing brand “
KEYS
11. TACTICAL• GRASSROOTS CAMPAIGN
• BUZZ BUILDING ACTIVITIES
• MEDIA RELATIONS
• SPECIAL EVENTS
THEMATIC• HIGH QUALITY FACILITIES
• BETTER MUSIC EXPERIENCES
• ARTIST LIST
• YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA TESTING• COMPARE TO PREVIOUS EDITIONS
• TIME-TO-TIME TICKETS SALES CHECK
• ACCEPT THE LIMITATIONS
• PLAN B
• POTENTIAL MISTAKES
13. TACTICS
CONCEPT AND CONTENT
CREATE CONCEPT AND CHECK OPERATION
STRUGGLES
SOCIAL MEDIA CONTENT OF PAST EDITION
SPONSOR DINNER
WARM UP:
MASSIVE PRESS CONFERENCE
ANNOUNCE THE NEW CONCEPT AND OPERATIONAL
CHANGES
CONTENT STRATEGY COMPARING US-CH-BRAZIL
INTERVIEWS WITH FOUNDERS AND MANAGERS
MEDIA TRIPS
A TEAM OF SPOKEPERSON OF BRAZILIAN CULTURE
CONTEST WITH NEW BANDS
“BLOG AMBASSADORS FOR LOLLAPALOOZA”
PARTY ANNOUNCEMENT LINKED WITH CHICAGO
TICKETS AND SALE AND LINE UP:
SOCIAL MEDIA THROUGH THE FESTIVAL
GUERRILA MARKETING
ALIGNMENT WITH ARTISTS FOR ANNOUNCEMENT
MEDIA PARTNERS
ADVERTISING
14. TIMELINE
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
CREATE CONCEPT AND
CHECK OPERATION
STRUGGLES;
SOCIAL MEDIA
CONTENT OF PAST
EDITION;
SPONSOR DINNER;
MONUMENTAL PRESS CONFERENCE;
ANNOUNCE THE NEW CONCEPT AND
OPERATIONAL CHANGES;
INTERVIEWS WITH FOUNDERS AND
MANAGERS;
A TEAM OF SPOKEPERSON OF BRAZILIAN
CULTURE;
“BLOG AMBASSADORS FOR LOLLAPALOOZA”;
CONTENT STRATEGY COMPARING US-CH-BRAZIL;
MEDIA TRIPS;
“BLOG AMBASSADORS FOR LOLLAPALOOZA”;
PARTY ANNOUNCEMENT LINKED WITH CHICAGO;
SOCIAL MEDIA THROUGH THE FESTIVAL;
GUERRILA MARKETING;
MEDIA PARTNERS;
CONTEST WITH NEW BANDS;
ALIGNEMNT WITH ARTISTS;
FOR ANNOUNCEMENT;
ADVERTISING;
15. TIMELINE
NOVEMBER APRIL
MAY
SOCIAL CONTENT;
ADVERTISING;
PRESS RELEASES OF SALES;
ADVERTISING;
SOCIAL CONTENT;
PR CONNECTING XMAS;
ADVERTISING;
ARTISTS INTERVIEWS;
SOCIAL CONTENT;
PRESS RELEASES WITH UPDATES;
MASSIVE ARTISTS INTERVIEW;
MORE MEDIA TRIPS;
SOCIAL CONTENT AND CONTESTS;
WARM UP;
SERVICE ANNOUNCEMENTS;
SOCIAL COVERAGE OF THE FESTIVAL;
PRESS FOLLOW UP ABOUT IMPRESSIONS;
OF THE NEW FESTIVAL;
FINAL FEEDBACK BALANCE;
RE-START THE CAMPAIGN;
SUPPORTED BY 2016 LESSONS;
DECEMBER
JANUARY
FEB AND MARCH
