Heineken
in Rio 2022
Gui Borato
Stage
Project Description
In partnership with the Atenas agency, we brought the Heineken Robot to Rock in Rio. An activation that integrated cutting-edge technology into Brazil's largest music festival, creating memorable moments for the audience and the brand.
The Robot participated as a VIP guest and its highlight was stepping onto the stage alongside DJ Gui Borato. The robot's presence on stage created a unique moment of intersection between musical performance and technological innovation, broadcast live to thousands of people.
There were two robots: the white one distributed Heineken 0.0 and the green one Heineken Original — visually reinforcing the brand's portfolio with distinct and memorable personalities that enchanted the festival audience.
What made the experience unique
What was developed
- Entertainment innovation with high-tech robots in a festival environment
- Immersive and technological audience interaction during the event
- Connection between the Heineken brand and contemporary technological culture
- Brand portfolio promotion through smart and personalized distribution
Project Info
How the activation worked
Interactive Robot
Two robots with distinct personalities — white for 0.0 and green for Original — creating unique visual impact and reinforcing the brand's portfolio.
Live Performance
Robot on stage alongside DJ Gui Borato creating a viral moment at Brazil's largest festival with an audience of thousands of people.
Innovative Distribution
Beer distribution in a memorable way integrating technology into the consumption ritual and creating a unique experience for participants.
VIP Guest
Special status at the festival with strategically programmed appearances to maximize brand visibility and impact at the event.
Viralization
Actions developed to generate organic content on social media exponentially amplifying the reach of the activation beyond the festival.
Pioneering
First robot to step onto a Rock in Rio stage, marking the festival's history and positioning Heineken at the forefront of entertainment innovation.
Heineken at Rock in Rio
What did Heineken do at Rock in Rio 2022?
Heineken brought two robots to Rock in Rio 2022, in an activation developed by XR Studio with the Atenas agency. The white robot served Heineken 0.0 and the green one served Heineken Original. They moved around the festival as VIP guests, and the highlight was going on stage with DJ Gui Borato.
Did the Heineken robot go on stage at Rock in Rio?
Yes. The robot went on stage with DJ Gui Borato and interacted with him live, in a moment broadcast to thousands of people. It was the first robot to go on a Rock in Rio stage.
What were the two robots for?
Each robot represented a product in the portfolio: the white one served Heineken 0.0 and the green one served Heineken Original. Their different colors and personalities reinforced both versions of the beer for the festival audience.
Does XR Studio build robots and devices for other brands?
Yes. Through Special Projects, XR Studio builds custom hardware, robotics and interactive objects for brand activations, partnering with agencies or working directly with brands. See also our live marketing cases.
Next project
Let's create something
incredible together?
Tell us your challenge. We'll create the right activation for your brand.
We respond within 2 hours on business days
From this case to your next project
Discover the expertise behind this project and other work by XR Studio.
Solutions: 360° virtual tours · Virtual reality training · Virtual reality content · Interactive games for brands · AR or VR for events