Rock in Rio, the legendary multi-day music festival, has been captivating audiences in Rio de Janeiro since 1985. As the festival prepares to kick off its 40th anniversary on September 13th, 2024, organizers have unveiled an extraordinary celebration that merges the past and present through the power of augmented reality. This year, Rock in Rio is transporting attendees back in time with an immersive WebAR experience powered by Niantic 8th Wall, transforming 40 locations across the vibrant streets of Rio into a real-world AR museum and interactive rock gallery

A Journey Through Time and Space

This ambitious initiative, titled "Rock in History," celebrates not only the enduring legacy of Rock in Rio but also the iconic city that has been its home for four decades. The entire "Marvelous City" of Rio de Janeiro has been transformed into an augmented reality wonderland, featuring 40 unique stories at digital, interactive points across the city. Each location offers one of five immersive content formats designed to elevate the fan experience to new heights. From giant 3D objects and fascinating historical facts to virtual portals, charming filters, exclusive audio, and picture-perfect virtual backdrops, attendees can expect an unparalleled journey through the history of the world’s largest music and entertainment festival.

"By leveraging 8th Wall’s cutting-edge AR technology, 5G connectivity, immersive creativity, and a robust OOH network, we’ve seamlessly merged virtual and physical realities. We're not just telling the story of Rock in Rio; we're allowing fans to live it. This unique fusion of digital and physical worlds brings the festival’s rich history to life in a way that’s never been done before." — Giovanni Rivetti, CEO of Context Creative Tech.

How Audiences Experience the WebAR Gallery

To connect with attendees on a deeper level, the open-air gallery has been revealed in three phases, beginning in May and culminating in August. Each phase has activated a set of experiences and exhibits at various locations across the city, offering fans a dynamic and evolving journey leading up to the festival.


Users can easily access these AR experiences by scanning a QR code at designated locations. Using  QR codes, a unique WebAR experience is launched, transporting users to a specific year in Rock in Rio’s history. As the page opens, fans are immersed in the rich connection between Rock in Rio and the location they are visiting. Each unique experience is powered by a range of 8th Wall tools include Image Targets, Sky Effects, World Tracking, Human AR, and VPS. At the end of each content display, a virtual guitar pick badge appears on the screen, linked to the user’s location. This badge is automatically stored in the user’s virtual wallet on the official Rock in Rio app, adding an element of gamification to the experience.

Fans who collect these badges have the opportunity to unlock stages and rewards. Each badge is numbered, and those who manage to collect all 40 experiences will unlock special content and rewards within the app. As an added incentive, the first 180 participants to complete the full AR journey and collect all 40 badges will win a pair of free tickets to the festival.

Rock in Rio’s 40th anniversary is not just a celebration of music but also a testament to the festival's innovative spirit. We love how they’ve brought the rich history of the festival to life with Niantic 8th Wall’s real-world WebAR technology. With this festival, Rock in Rio is setting a new standard for fan engagement, offering an unforgettable, immersive experience that honors its storied past while looking toward the future. Want to start building your own unique experiences? Sign up for a free Niantic Studio account to get started.