The 30th anniversary of music festival Rock in Rio rocked Facebook and Instagram Sept. 18 through 27.
The event—featuring more than 120 artists, including Rihanna, Katy Perry, Queen, Metallica and Slipknot–generated 54 million interactions from 16 million Facebook users and 41 million interactions from 10 million Instagram users.
Facebook also created a special “watching Rock in Rio” icon for status updates.
Christian Rôças, who works on entertainment partnerships in Latin America for Facebook, said in a Facebook Media blog post that the Rock in Rio Facebook page saw average daily video views increase nine times during the event compared with the prior week, adding that the festival’s Instagram account experienced a 37 percent rise in followers.
Rôças offered more details on Facebook and Instagram at Rock in Rio:
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.
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 backstage: a huge, blue “1 Minute Challenge Clock” and a mirrored, photo booth dubbed the “Infinity Room.”
Readers: Did any of you attend Rock in Rio?