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The festival was held on May 13 and 14 at the Hermanos Rodríguez Autodrome.
Many brands carried out activations with the attending public.
It was a new proposal that stood out for its musical diversity as well as for the unique experiences that they made the public live.
Last Friday the 13th and Saturday the 14th of May at the Hermanos Rodríguez Autodromo in Mexico City, the Tecate Emblema Festival was held for the first time, one of the most complete music events enjoyed by to more than one hundred thousand people with national and international artists and with relevant experiences that helped create the connection of the attendees and the brands present with an incisive and technological discourse.
With the aim of offering iconic and innovative experiences through incredible experiences of digital transformation, Diego Sánchez Benavides, Marketing Manager for Strategies and Communication in Tecate, highlighted the great scope of this event that was presented for the first time in Mexico City.
Given this, Sánchez explains that it was a great challenge for the brand but that it was achieved thanks to the fact that they connected with the people of CDMX who did not have an experience Tecate with musicbut with relevant and different dynamics, those attending this festival managed to have a story to tell others.
“The acceptance was extremely good, we expected over 80,000 people and we had around 100,000 people at the event. That speaks very well of the adaptation and the desire to see a festival with the type of music, the type of artists and the type of proposals that Tecate brought to CDMX”, says Sanchez for Merca 2.0.
In that same order, it stands out that the experience not only reached those hundred thousand people who were in the place, but also that thanks to its influencer marketing strategy they had a strong participation of content generators and influencers who worked to show what was happening at the racetrack on digital channels.
“We have 37 content creators and we have celebrities like Paco de Miguel. We generated more than 400 contents during this period of the event during these two days and with that content we reached 43 million people”, he said.
Experiences to generate a digital transformation
The representative of the iconic Mexican beer firm maintains that on both days of the festival not only was the presence of great artists relevant, since the attendees were also able to enjoy surprising experiences such as For example, the stand to enter the Tecateverse, a hospitality with a 360 view, and various dynamics where the participants managed to connect with the brand.
“Just part of that experience and that imprint that we wanted to leave on all the attendees, beyond the fact that we had a stage that said Tecate Emblema and then with all that vibrating line-up, we had very specific brand experiences, focused on the part of digital transformation”, he adds,
It also explains that part of this commitment to digital transformation goes hand in hand with the way in which the new generations are consuming content, as well as how they are interacting with faces today, for which the firm’s spokesperson maintains that offering free Wi-Fi zones at the festival helped people share what they were experiencing at the music event.
“We made three very relevant spots where all the Tecate experiences were, and we gave people free Wi-Fi, so that everyone had the opportunity to live our digital experiences with a Wi-Fi signal and could share them. All that content that they were generating and all that conversation that they were having will not simply stay with the influencers, but that people do it, “he said.
The marketing manager explains that another bet with which they arrived at this festival was with virtual reality demonstrations, to enhance the brand.
An inclusive festival
As a brand that is present throughout the country and has the reach, Tecate knows the importance of becoming an increasingly inclusive and diverse company, that is why in this festival the firm demonstrated it with its experiences that involved the entire public present regardless of race or sex.
“Tecate is related to the theme of diversity, inclusion, it is the brand that we are building for the future, it is part of what we wanted,” says Sánchez.
Given this, he explained that the presence of brands such as Sephora, Avene, Pepsi, Bacardi, Absolut, Kit Kat, Nutrisa, Cinépolis, among others, were included in the festival helped to be part of that vision of inclusion that the beer firm has.
“In the end, to generate this scenario, this context, brands like Sephora are perfect for applying makeup to both men and women alike, and I think that is part of what made the experience very rewarding,” he added.
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