Event media companies expand use of technology for brand activations

Companies specializing in event media and brand activations are increasingly integrating advanced technology to transform physical event spaces into interactive business and relationship hubs. At major festivals like Rock in Rio, brands are moving beyond simple product displays to utilize large-scale LED screens, interactive totems, and sophisticated sound and lighting systems to capture consumer attention.

Grupo Pleno reported managing 20 different spaces at Rock in Rio for clients such as Vale, Seara, and the Rio de Janeiro City Hall, an operation valued at approximately R$ 1 million. The company emphasizes that technology must be paired with creative concepts to be effective, noting that high-end equipment alone does not guarantee engagement.

Similarly, DIEX MIDIA has expanded its involvement in large-scale projects, including the Festival Interlagos and the Fórum E-Commerce Brasil. Their work includes managing extensive LED circuits and implementing interactive solutions like ZELFI, which allows participants to display real-time selfies on event screens and social media, bridging the gap between audience participation and brand communication.