Now there are only a few hours to start the Sanremo Festival, the most awaited event in Italy which, in recent years, has managed to make record following record of listening. This evening, Amadeus will kick off the seventy-third edition of Sanremo and will be accompanied by the conductor Gianni Morandi, Chiara Ferragni, Francesca Fagnani, Paola Egonu e Clare Francini.
Obviously Sanremo is not just music, entertainment and glamour, but a great marketing opportunity for many companies. That’s why we have compiled a list of five good reasons to see the Festival even if you are not a fan of the genre.
1. FantaSanremo, the game of the Sanremo Festival
Started as a game involving 47 people, the FantaSanremo today it has 2.5 million subscribers. From the Papalina bar, in the Corva district of Porto Sant’Elpidio, in the province of Fermo, FantaSanremo has come a long way between Baudi, the official currency, and bonuses and malus, so much so that it has attracted the attention of large companies that have decided to invest in the game.
Crodino, Philadelphia, Lavazza, Pandora e TicketOne they have one lega branded public in which you can participate freely with gods Bonus Premium that refer to the related brands, without mentioning or explicitly.
One example above all: a Pandora Premium Bonus would consist of the artist receiving a marriage proposal during the week of the Festival (valid only if the artist replies with a yes. If on stage, it doubles).
In addition to the big brands, the FantaSanremo will also host partners dedicated to sustainability and social issues: It is the case of 3Bee e ActionAid.
The 3Bee Sustainable Bonus consists of statements, gestures or symbols in favor of environmental sustainability.
Each time the bonus is awarded, 3Bee will plant and tend a nectariferous tree in the Flower Oasis. Instead, a ukulele on stage will be enough for FantaSanremo to donate musical instruments and school supplies to schools supported by ActionAid in the community of Kathonzweni, Kenya. Each time the bonus is awarded, further donations will be made.
By the way, we Ninjas also participate in the FantaSanremo! You can access our League here.
2. Sanremo Festival 2022, the most social ever
The last edition of the Festival reached 33 million interactions on social networks with an increase of 13% compared to the previous year. On Spotify, the Top Ten has reached 28 million streams compared to 11 million in 2021.
There have been 4 million citations of the official hashtag #Sanremo2022 with 87,000 unique authors whose contents have involved 25 million subjects and a opportunity to see equal to 22.56 billion impressions on online content dedicated to Sanremo.
On TikTok, the official hashtag reached 508 million views during the festival week. The streaming data was also impressive: 29.5 million views on RaiPlay (+ 60% on live streaming and + 45% on demand compared to 2021).
READ ALSO: Spotify: “How We Changed Music Marketing”
3. Chiara Ferragni, an increasingly influencer Sanremo Festival
His name occupied the main pages of the newspapers, with some controversy, as soon as it was communicated by Amadeus. Clare Ferragni she will be the co-host of the first and last evening of the Festival.
With her posts on Instagram Chiara Ferragni speaks to an audience of over 28.5 million followers and it is undoubtedly a strategic choice to choose the second most followed influencer on Instagram in Italy in 2022, preceded only by Khaby Lame.
In recent weeks, Chiara Ferragni has made headlines for her decision, announced through a social post, to donate the entire cachet received for running the DiRe national anti-violence network.
Speaking of influencers, space also for Own goalyoutubers and radio speakers, who will host “PrimaFestival” with Andrea Deloguactress and TV and radio presenter, e Jody Cecchettostreamer, radio speaker and TV host.
4. Gen Z and Millennials, the new audience of the Sanremo Festival
Combining Boomer and Gen Z, passing through the Millennials, was truly an ambitious and complicated goal but Amadeus seems to have succeeded in a great undertaking.
Last year, the audience data from the Festival showed the growth that occurred at the level of generation Z.
In 2021 in the 15-19 range it had reached 64%, while in 2022 it rose to 71.6%. They are also the most active segment of the public in search of new music, with 62% expecting new songs every week.
In the previous two years, the artistic director’s choices had also been dictated by the streaming rankings, so much so that he brought artists such as Tananai, Irama, Blanco, Mahmood, Madame, Sangiovanni to the stage.
This year, on the other hand, Amadeus has been able to seize a real one trend related to the revival of the 90s with the comeback of Anna Oxa, Gianluca Grignani, Georgia and two reunion historical, such as those of the Article 31 e you Paula and Clare.
With regard to the latter, the role of social media may have been crucial given that, for some time, the channels had been clamoring for their return.
According to Yousician, the platform for learning to play an instrument, young people between the ages of 25 and 35 love to practice starting from songs dating back to ’70, ’80 e ’90.
Meanwhile on January 18th Amadeus inaugurated the profile of TikTok of the Festival, designed to be able to reach the main Gen Z community that populates the platform with videos, highlights, unreleased content and backstage.
READ ALSO: Generation Z video trends, what young people watch and why
5. The spaces of the Festival
The 2022 edition achieved the best result in terms of viewers since 1997, with an average share of 58.4%. The record figures were not only those of Auditel but also those of the investments collected during the five evenings that reached i 42 million euroswith a +10% compared to the 38 million of the previous year.
The real digital revolution created by the Sanremo Festival has led to the implementation of the possibilities of earnings, not limited to television positioning only.
Compared to commercialsas can be read on the official Rai price list, the most expensive package provides for a cost of 1,763,000 euros (117,000 per second) for 10 passages plus 10 out of break 15“ fixed position head or tail and is that of the time slot 22.45-24.15.
Ma Rai aims to fly also on digital so much so that it wants to reach 200 million views. In fact, thanks to the partnership signed with Vevo, Rai Pubblicità offers new visibility opportunities for investors:
- San Remo Premiumwhich measures traffic on Rai channels with coverage of RaiUno live broadcasts and VOD of the full episodes and extra content;
- Sanremo Syndication on the Rai YouTube and Vevo channels with official clips of the singers in the competition and the most salient moments of the Festival.
There are also live spaces to be able to brand or even the cases in which the sponsors become spaces themselves for the broadcast, such as the Costa Smeralda cruise ship which will be an external stage on the sea for the whole week of the Festival.
All ready for Sanremo
Sanremo is upon us, the sponsors are already ready: in addition to the brands already present last year, Costa Crociere, Suzuki e Plenitude, new entries are added Dyson e VeraLab.
The event hasn’t started yet, but the controversies have already broken out, the FantaSanremo leagues are defining themselves and the social addicts are warming their thumbs for the fastest post.
The premises for a great edition of the Sanremo Festival are all there among influencers, revivals, audience groups and the eyes of advertisers focused on the scheduled commercials. We can’t wait for the lights of the Ariston Theater to come on and for Amadeus to kick off the seventy-third edition of the Festival that is increasingly loved by Italians.
