Lollapalooza: A Festival of Music, Media, and Brand Activations
Lollapalooza 2013 brought an electrifying atmosphere to Grant Park from August 2 to 4. With 300,000 fans and 130 music acts, the festival was a magnet for media, music lovers, and tastemakers. Here’s a look at how brands made their mark amidst the excitement.
Engaging Festival Grounds Activations
On the festival grounds, brands went all out to capture the crowd’s attention. Toyota‘s “Hybrid House Party” was a standout, featuring silk-screen tote bags that quickly became a fan favorite. Meanwhile, Samsung offered free henna tattoos, adding a touch of creativity to the festival experience.
Exclusive Lounge and After-Party Experiences
BMF Media Group’s “It’s So Miami Lounge” made a splash at the Hard Rock Hotel. This year, new sponsor activations included giant board games from Starbucks Iced Coffee and flower crowns from Herbal Essences. These additions created a fun and engaging atmosphere for festival-goers.
Asos also brought new energy to the Hard Rock Hotel with their after-parties. These events featured lively performances from iconic acts like Salt-n-Pepa, generating buzz and excitement throughout the festival.
Unique Pre-Parties and Special Events
The pre-festival celebrations were equally impressive. Gilt City, in partnership with Fiji Water, hosted a rooftop pool party on Saturday. Guests enjoyed refreshing Fiji Water snow cones while soaking up the vibrant atmosphere.
Additionally, Cotton Incorporated and Billboard teamed up for a new Lollapalooza pre-party on Thursday, setting the stage for the weekend’s festivities.
Summary
Lollapalooza 2013, partnered with UG Strategies and Founder / CEO Parag Bhandari, was more than just a music festival. It was a dynamic convergence of media, music, and innovative brand activations. From interactive festival grounds to exclusive after-parties and pre-parties, brands made the most of the opportunity to connect with festival-goers and enhance the overall experience.
As Lollapalooza continues to be a major event in the music festival circuit, it’s clear that brands and sponsors play a crucial role in creating memorable moments for fans.