Moema Vianna
Product Marketing Manager
About the client
How Mondelez Got 54% Conversion with WhatsApp at a Music Festival
Food brand captures thousands of qualified leads at Brazil's largest rock festival by replacing traditional landing pages with conversational engagement.
The Challenge
Engaging Festival Audiences Without Traditional Landing Pages
Mondelez wanted to connect with thousands of festival-goers during Brazil's largest 5-day rock festival, promoting both Trident and Club Social Snack in a way that felt natural and engaging. Previous activations had relied on physical stands and web-based landing pages, but these approaches offered limited visibility into which touchpoints drove real engagement and made it difficult to build lasting connections with participants.
The festival environment presented unique challenges. With crowds constantly moving between stages, stands, and vendors, capturing attention required more than static displays. The team needed a strategy that could meet people where they were, collect meaningful data, and create a pathway for ongoing brand interaction beyond the event itself.
As the first company to run a lead acquisition campaign through WhatsApp at a Brazilian music festival, Mondelez faced an additional layer of complexity: proving that conversational engagement could outperform traditional methods whilst providing the measurement clarity needed to justify the approach.
The Solution
Multi-Touchpoint WhatsApp Activation with Real-Time Optimisation
Mondelez partnered with 360Dialog and their agency to design a data-driven activation that combined creative promotion with conversational technology. Rather than directing participants to external websites, the entire experience lived within WhatsApp, allowing for immediate engagement and richer data capture.
Reaching Festival-Goers Across Every Touchpoint
The agency led the promotional strategy, distributing unique QR codes across out-of-home media, banners, TV screens, sampling stands, retail stores, and street vendors throughout the festival grounds. By assigning a distinct keyword to each entry point, the team could finally see which channels genuinely influenced festival-goers, a level of clarity previous events lacked. This approach transformed what had been guesswork into measurable insight.
Building a Conversational Journey That Delivered Value
The WhatsApp bot was structured to create a seamless four-step experience. After scanning a QR code, participants entered a conversation that felt natural rather than transactional. They answered initial questions, completed a personal data form, and then received something unexpected: an hour later, Trident users were invited to explore Club Social Snack, and vice versa. This cross-brand invitation wasn't just clever marketing; it extended engagement beyond a single interaction and introduced participants to complementary products they might not have considered.
The final step invited users to complete a quiz, building a foundation for future promotional campaigns whilst giving participants a reason to stay connected after the festival ended.
Real-Time Management and Performance Tracking
Throughout the five-day festival, the agency monitored campaign performance in real time, identifying which entry points generated the most qualified leads and making adjustments on the fly. This active management, combined with 360Dialog's technology ensuring data accuracy and automation reliability, meant the activation could adapt to participant behaviour as it unfolded rather than waiting for post-event analysis.
The results
54% Conversion Rate and Thousands of Qualified Leads
The WhatsApp activation delivered results that exceeded traditional landing page performance:
7,370 participants started a WhatsApp conversation across the five-day festival
54% conversion rate: 4,011 users completed the personal data form, demonstrating that conversational engagement significantly outperformed web-based alternatives
18% quiz participation: 711 users engaged with the final quiz, creating a qualified base for future promotional campaigns
These results proved WhatsApp could outperform traditional landing pages in generating both volume and quality at live events. The cross-brand activation strategy worked particularly well, with sequential exposure to Trident and Club Social creating stronger participation and brand recall than single-brand approaches.
