LET'S CREATE TOGETHER?
STRATEGY
Mike's Ice consumers are driven by music, fun, and good times. So, nothing is more natural than taking the brand to the place where all of that happens together: Lollapalooza Brazil.
CHALLENGE
To translate Mike's Ice's youthful and humorous image into a communication style that truly resonates with the target audience the brand wants to reach.
CUSTOMER
Mike's Ice (Ambev)
CATEGORY
Positioning, Live Marketing, Social Media, Influencer
BRAND TERRITORY POSITIONING
Over the years, Mike's has consolidated its presence at the festival based on its own territory of humor, supported by the consistent curation of influencers with strong cultural influence and high engagement capacity.
The strategy evolved progressively, connecting a physical presence at Lollapalooza with digital relevance to solidify the brand as an active part of what happens inside and outside the event.
With 3 events under our belt, we've made Mike's the darling ice bar of Lollapalooza.
Names like Supla, Defante, and Patrícia Ramos amplified this creative territory, generating moments that went beyond the festival and resonated across the brand's social media.
The strategy also relied on real-time context analysis. In 2024, for example, rain ceased to be a problem and became an opportunity: through social listening, we activated the distribution of personalized raincoats, transforming a customer pain point into a brand experience.
In the same spirit, we explored strategic partnerships, such as Budweiser and Podpah, and expanded our reach beyond the festival, including initiatives with Zé Delivery for those watching from home.
This continuous development culminated in increasingly proprietary moves: from launching new flavors, such as Mike's Ice Guaraná, to securing its own stage in 2025, consolidating the brand not only as a participant, but as a protagonist of the festival.
The strategy also relied on real-time context analysis. In 2024, for example, rain ceased to be a problem and became an opportunity: through social listening, we activated the distribution of personalized raincoats, transforming a customer pain point into a brand experience.
In the same spirit, we explored strategic partnerships, such as Budweiser and Podpah, and expanded our reach beyond the festival, including initiatives with Zé Delivery for those watching from home.
This continuous development culminated in increasingly proprietary moves: from launching new flavors, such as Mike's Ice Guaraná, to securing its own stage in 2025, consolidating the brand not only as a participant, but as a protagonist of the festival.
Over the course of three editions, Mike's went from being just another brand present at Lollapalooza to becoming part of the event's cultural experience.
Trending Topics
Em 2023 com a #MikesNoLollaBr
+5M
From views on TikTok
304M
Based on impressions from the 3-day event in 2024
9%
In the engagement rate during the event
From offline to online
A cada edição, Mike’s elevou o nível de suas entregas no evento, estruturando um modelo proprietário de comunicação baseado em creators no papel de “correspondentes”. Essa abordagem ampliou o alcance da experiência, conectando quem estava no Lolla a quem acompanhava remotamente, com conteúdo em tempo real, relevante e divertido.
