Why Mercedes-Benz Sponsored the World’s Largest Music Festival.
“Rock in Rio is a different music festival, and when it came to the U.S. we knew it was a great fit to enhance the Mercedes-Benz music platform. It is the largest music festival in the world and has a 30-year track record of producing an unparalleled consumer experience,” says Stephanie Zimmer, head of brand experience marketing at Mercedes-Benz USA, about the reasoning behind the partnership.
Rafael Lazarini, senior vice president of global business development for the festival, explains that Mercedes’s values and its “Best or Nothing” slogan lined up perfectly with Rock in Rio’s core beliefs. “The fact that [the Mercedes marketing team] were out there looking at other music festivals for the past three or four years and decided to wait for the right one to come to market shows their vision and understanding of what Rock in Rio is about. This is definitely a great fit, and we are honored to have partnered with them.”