[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.
Technologysponsor ofthe study: Geofeedia| Companyresponsiblefor preparingthe 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.
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

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

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

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.

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

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.

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.

NOT TO MENTION THE ACTIVATION IN THE OFFICIAL CHANNELS OF
TOMORROLAND ITSELF, HIGHLIGHTING THE PRODUCTS AND SERVICES
OFFERED, FROM APPS TO FOOD.

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 CURRENTCHANGES ON FACEBOOK, ONLY A FEW POSTS WERE REGISTEREDON THE PLATAFORM.

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.

AND WHAT ABOUT THE BRANDS?
IT WAS NO DIFFERENT. BRANDS WERE ALSO
PRESENT IN THE POSTS CREATED BY THE PEOPLE
WHO ATTENDED THE EVENT.

36%
22%
22%
17%
3%
Skol Beats
Fusion Energy Drink
MasterCard
Absolut Nights
Doritos
104
64
42
6 6
0
20
40
60
80
100
120
Use campaigns hashtags

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!

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.

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?

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

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

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?

BY THE WAY...

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

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.

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

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

#CAKEME
PEOPLE ASKED STEVE AOKI TO DO ONE OF HIS
FAVORITE GAMES: THROW CAKE AT THE AUDIENCE.

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”

AND HEY...

WITH MORE HITS THAN MISSES, THE FIRST EDITION OF
TOMORROWLAND BRAZIL CLOSED IN POSITIVE BALANCE, WITH
CONFIRMED EVENTS FOR YEARS TO COME.

GOOD FOR ELECTRONIC MUSIC FANS...

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

THINKING INSIGHT
contato@expx.co
contato@thinkinginsight.com.br
Click here to learn more about GeoFeedia
Click here to learn more about Thinking Insight

[Entertainment] Tomorrowland Brazil 2015

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[Entertainment] Tomorrowland Brazil 2015