[Entertainment] Tomorrowland Brazil 2015

GEOFEEDIA AND THINKING INSIGHT PRESENT:

A STUDY BY GEOLOCATION MONITORING

TOMORROWLAND BRAZIL 2015

... THE LARGEST ELECTRONIC MUSIC EVENT

CAME TO BRAZIL.

FINALLY...

AND WE REALLY WANTED TO UNDERSTAND THE

EXPERIENCE THAT PEOPLE HAD AND HOW THEY

EXPRESSED IT ON SOCIAL MEDIA.

TO MAKE THIS POSSIBLE,

WE USED GEOFEEDIA, A

PRODUCT FROM GEIST

PORTFOLIO, THAT CHECKS

ON SOCIAL NETWORKS

BASED ON GEOLOCATION.

Click here to access their website

AND IN THIS STUDY YOU WILL SEE A

CONSTRUCTED ANALYSIS BASED ON:

20.215 REVIEWED PUBLICATIONS

6 DAYS OF MONITORING

AND ANALYSING

5 SOCIAL MEDIAS

Instagram, Flickr, Twitter,

Youtube and Facebook

Collection is an area of GeoFeedia (click here to learn more about it)

HOW ABOUT LISTENING TO THE

MOST POPULAR DJ ACCORDING TO

SOCIAL MEDIA BY PEOPLE THAT

WERE AT TOMORROWLAND BRAZIL

2015 WHILE YOU READ THE NEXT

SLIDES? CLICK HERE.

IT ALL

STARTED ON

MAY 1ST, AT

PARQUE

MAEDA, ITU,

SÃO PAULO.

A LINE UP THAT HAD MORE

THAN 160 NATIONAL AND

INTERNATIONAL DJS.

180.000 PEOPLE WERE EXPECTED TO

ATTEND DURING 3 DAYS OF THE EVENT.

IT MEANS, THE PARTY STARTED ONE

DAY BEFORE, APRIL 30, AT

2PM, WITH PEOPLE

CHECKING-IN.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

ALREADY ON MAY 1ST, THE

TRAFFIC JAM WAS

BROADCASTED BY TV AND NEWS

CHANNELS AND AS MORE

PEOPLE ARRIVED AT THE

FESTIVAL, THE VOLUME OF

MEDIA ATTENTION CONTINUED

TO GROW.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

262

3.508

6.580 6.392

3.059

414

Thursday(04/30/2015)

Friday(05/01/2015)

Saturday(05/02/2015)

Sunday(05/03/2015)

Monday(05/04/2015)

Tuesday(05/05/2015)

DAILY EVOLUTION OF MENTIONS

TALKING ABOUT MAY 1ST YOU MAY NOTICE THAT SOME OF THE MAIN

ATTRACTIONS LIKE AFROJACK, HARDWELL AND STEVE

AOKI ROCKED - HARD! - FRIDAY NIGHT AND SATURDAY

MORNING.

“Primeiro dia de Tomorrowland Brasil ! #hardwell #afrojack #top #tomorrowland #tomorrowlandbrasil ##foisóoprimeirodia #temmais2 #ninguemdorme #éounumé #sóvem #sóvai”

56 45 37 12 2 1 9

30

70 77

115 123 148 157

170

334

442

488

422

321 297

229

187 190

179

0

100

200

300

400

500

600

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Publications made per hour Average publications throughout the event

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

TALKING ABOUT MAY 2ND BELIEVE IT OR NOT: SATURDAY WAS THE MOST INTENSE

DAY FOR SOCIAL MEDIA POSTINGS. DURING THE WHOLE

DAY THE ENERGY CONTINUED, WITH A SMALL REDUCTION

OF POSTS BETWEEN 6AM AND 9AM. THE SECOND SHOW

FROM HARDWELL AND STEVE AOKI BROUGHT EVEN MORE

EXCITEMENT TO SOCIAL MEDIA.

190 221

237

205

131 103

82 111 122

219

334 357

340

372 347

448

489 515

465

385

301 282

269

200

179

0

100

200

300

400

500

600

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Publications made per hour Average publications throughout the event

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

TALKING ABOUT MAY 3RD YOU MAY ALSO NOTICE THAT THE POSSIBLE RESTING

TIME OCCURRED DAILY BETWEEN 5AM AND 9AM. ON

MAY 3RD, MOST OF THE POSTS WERE ABOUT THE DJS

PLAYING, BUT ALSO ABOUT HOW PEOPLE WERE SAD

BECAUSE IT WAS THE LAST DAY OF THE EVENT.

185

236

164

198 179

125

65 58

99 117

279 251

369

485

446 451 477

455

368 342

292

221

188 160

179

0

100

200

300

400

500

600

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Publications made per hour Average publications throughout the event

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

OBSERVE THAT SATURDAY

(33%) AND SUNDAY (34%)

ARE THE DAYS WITH THE

LARGEST NUMBER OF POSTS.

THERE WERE LOTS OF RELATED

POSTS EVEN AFTER THE EVENT HAVE

ENDED, IT WAS HARD TO SAY

GOODBYE.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

DURING THOSE DAYS, MEN WERE

MORE PRESENT IN SOCIAL MEDIAS.

Indefinite recorded 0.2 % of the total analyzed.

69%

29%

2%

Male Female Brands Indefinite

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

Some well known tv channels also produced

content during the event, often covering the

shows, for example: Viva Turismo and MTV Brazil

were responsible for 20% of comments on

companies.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

No only official sponsors, but also small and

medium companies seized the atmosphere of

Tomorrowland Brazil to promote products,

services or just to be seen.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

NOT TO MENTION THE ACTIVATION IN THE OFFICIAL CHANNELS OF

TOMORROLAND ITSELF, HIGHLIGHTING THE PRODUCTS AND SERVICES

OFFERED, FROM APPS TO FOOD.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

INSTAGRAM WAS THE MAIN CHANNEL OF SOCIAL MEDIA USAGE (89%) NOT ONLY

TO POST PICTURES, BUT ALSO VIDEOS. TWITTER WAS NEXT TO FOLLOW, WITH

MOST TWEETS BEING INSTAGRAM SHARES*. * WITH THE CURRENT CHANGES ON FACEBOOK, ONLY A FEW POSTS WERE REGISTERED ON THE PLATAFORM.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

TOMORROWLAND KNEW HOW TO GET READY FOR THE FLASHES. THE FAMOUS MAGIC AND IMPECCABLE DECOR, THE FLASHY CLOTHES, THE SYNC BETWEEN MUSIC, LIGHTS AND

FIREWORKS…ALL OF THIS COMBINED TO THE ATMOSPHERE OF THE FESTIVAL WAS TARGET OF MOBILE AND

SMARTPHONES CAMERAS.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

AND WHAT ABOUT THE BRANDS? IT WAS NO DIFFERENT. BRANDS WERE ALSO

PRESENT IN THE POSTS CREATED BY THE PEOPLE

WHO ATTENDED THE EVENT.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

36%

22%

22%

17%

3%

Skol Beats

Fusion Energy Drink

MasterCard

Absolut Nights

Doritos

104

64

42

6 6

020406080

100120

Use campaigns hashtags

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

BY THE WAY, THE POOL PARTY WAS SPONSORED BY MASTERCARD AND

WAS A HIT IN SOCIAL MEDIA, BLOGS AND NEWS PORTALS. ALL YOU HAD TO DO WAS SHOW THEM YOUR CREDIT CARD, AND HIT THE POOL!

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

FOR THOSE WHO COULDN’T GET IN THE

POOL, WELL, THEY HAD TO IMPROVISE. SOME VIDEOS WERE RECORDED OF PEOPLE STRETCHING

PLASTIC SHEETS ON THE FLOOR AND FILLING IT WITH WATER

SO THEY COULD HAVE FUN SLIDING, SLIPPING AND EVEN

FALLING ON THE FLOOR.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

IF A MOBILE PHONE BRAND PROMOTED WATERPROOF

PRODUCTS?

NOW, IMAGINE...

WHAT IF IN THE NEXT TOMORROWLAND BRAZIL A COMPANY

SPONSORS A WATERSLIDE FOR ATTENDEES TO ENJOY?

A MUSIC STAGE WAS BUILT NEXT TO THE POOLS SO STEVE AOKI

COULD USE HIS FAMOUS BOAT?

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

AND WHAT DID PEOPLE SHARE IN SOCIAL MEDIA THAT WAS RELATED TO BEVERAGES AND FOOD?

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

VODKA WAS AMONG THE ALCOHOLIC BEVERAGES MOST

OFTEN MENTIONED AND DESIRED DURING THE EVENT. ALSO NOTICE THAT ICE CREAM AND CHOCOLATE WERE ALSO AMONG THE

MOST REQUESTED ITEMS.

TOTAL IDENTIFIED PUBLICATIONS: 96

23%

14%

14%

11%

11%

9%

6%

5%

3%

3%

2%

2%

0% 5% 10% 15% 20% 25%

Vodka

Ice cream

Chocolate

Beer

Water

Chopp

Burger

Waffle

Soft Drink

Pizza

Energy Drink

Juice

% foods and beverages

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

IF A CHOCOLATE BRAND HAD STANDS FOR ITS PRODUCTS, WHERE PEOPLE COULD GATHER

TO TRY NEW BARS AND COMMENT ABOUT THEM ON SOCIAL MEDIA?

NOW IMAGINE...

IF AN ICE CREAM COMPANY TOOK ADVANTAGE OF THE WEATHER AND DESIRE OF PEOPLE TO

EAT ICE CREAM AND OFFERED A SPECIAL EDITION PRODUCT IN TOMORROWLAND BRAZIL?

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

BY THE WAY...

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

ANOTHER POPULAR TOPIC IN THE PRESS WAS THE

ABUSIVE PRICE OF THE FOOD, DRINKS AND PARKING AT

THE EVENT. THE TOKEN, CURRENCY USED AT THE EVENT,

WAS SO HIGH THAT A 4 MINUTE SHOWER COSTED

PARTICIPANTS 16 REAIS.

THERE WAS ONLY A LITTLE COMPLAINT ABOUT IT ON SOCIAL

NETWORKS, BUT INSTAGRAM, THE MAIN MEDIA USED, IS NOT A

COMMON CHANNEL FOR COMPLAINTS.

TOTAL IDENTIFIED PUBLICATIONS: 136

45%

22%

11%

4% 4% 3% 3% 2% 2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Token Queue Price R$ Reais Value Parking I paid To buy

% Share of each term

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

THE MAIN ATTRACTIONS WERE THE NATIONAL

AND INTERNATIONAL DJS WHO PERFORMED

DURING THE FESTIVAL. MORE THAN 160 ARTISTS ENTERTAINED THE CROWD IN SEVERAL

STAGES, WHICH WERE ALSO MENTIONED IN THE MEDIA.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

14%

10%

10%

9%

6%

5%

5%

3%

2%

2%

Hardwell

Steve Aoki

David Guetta

Dimitri Vegas & Like Mike

Armin van Buuren

Nervo

Afrojack

Nicky Romero

Steve Angello

DVBBS

DUTCH DJ HARDWELL AND THE AMERICAN STEVE

AOKI, BOTH PLAYED TWICE, OCCUPIED THE TOP

10 MOST MENTIONED DJS DURING THE EVENT.

BUT THE FRENCH DAVID GUETTA (378 MENTIONS), WHO

CLOSED THE EVENT ON THE LAST DAY, APPEARED IN 3RD

PLACE, EVEN TOUGH HE PLAYED ONLY ONCE.

TOTAL IDENTIFIED PUBLICATIONS: 3.798

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

#MADNESS THE SONG "DON’T STOP THE MADNESS" WAS ONE OF THE MOST ASSOCIATED TO

THE DUTCH DJ.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

#CAKEME PEOPLE ASKED STEVE AOKI TO DO ONE OF HIS

FAVORITE GAMES: THROW CAKE AT THE AUDIENCE.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

GRAND FINALE! THIS WAS THE MAIN FEELING OF THE VAST

MAJORITY OF PEOPLE ON THE EVENT, THAT ENDED

WITH DJ DAVID GUETTA.

“One David Guetta :) não acredito que acabou :(((((( the

best party ever!!!!!!” “Guetta fechou do jeito que ele sabe... WOOOOOW #DavidGuetta #Tomorrowland” “Mr. David Guetta fechando com chave de ouro. #tomorrowlandbr #tomorrowlandbrasil #davidguetta #carol”

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

AND HEY...

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

WITH MORE HITS THAN MISSES, THE FIRST EDITION OF

TOMORROWLAND BRAZIL CLOSED IN POSITIVE BALANCE, WITH

CONFIRMED EVENTS FOR YEARS TO COME.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

GOOD FOR ELECTRONIC MUSIC FANS...

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

...AND RELATED BRANDS, THAT FOUND A GOOD WAY TO GET EVEN

CLOSER TO ITS CONSUMERS.

Technology sponsor of the study: Geofeedia | Company responsible for preparing the study: Thinking Insight

THINKING INSIGHT

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[email protected]

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