Lollapalooza 2024: Beats, Beverages and Brand Activation

With musicians like Megan Thee Stallion and Hozier gracing the stage, we’re not surprised that this year’s Lollapalooza in Chicago has drawn a crowd.

But here at mustard our XP team have cast their eyes on only one thing… The brand activations! Making the most of the crowds, some brands have levelled up their offerings beyond regular stalls, making some of the most memorable moments the festival has to offer, and it’s time to jump in.

Customization at its finest

Who doesn’t want a festival souvenir made just for them? American Apparel have put together a Tee Lab, where you can get an exclusive tee, you can pick your custom printed design and add a patch, for a totally unique souvenir. A great way to make audiences feel apart of the design process of their merch!

Goldtoe have also stepped into the world of custom creations with their Sock Creation station, as part of their 90 year anniversary campaign. They also put together a tonne of competitions to build more hype for the campaign, including free socks for a year for a lucky participant.

Brand Activations are giving the VIP treatment

Quite literally, these experiential experts know that everyone wants for feel like a VIP, especially at a festival.

Uber have lead the way with their Uber One Member Lounge, providing free artist merch, free treats from Uber Eats merchants, ride discounts and more. Uber One Member VIPs are even allowed to bring their own plus one into the mix.

Chase Sapphire are also serving their loyal customers with the VIP treatment. Providing free mobile charging for Chase credit or debit cards, and access to their Sapphire Reserve Lounge which had views of the main stage.

Hold on a second, we’re just going to change our banking provider.

An experience to remember

These brands are manufacturing memorable moments for these festival goers.

Coke glide to the front of this list with Coke Studio, their disruptive music platform, bringing the most exciting emerging artists from all over the world to create ‘Real Magic’. Not only have they brought the beats, but they also brought along their very own branded roller rink to the festival. It’s time to grab an ice cold coke and get your skates on!

Food and drinks brands have leaped at the opportunity to host their own bars, gardens and parties. With freebies and branding galore. Jack Daniels made a splash with their live DJs, photo opportunities and karaoke experience, and Dunkin’ offered free samples, photo moments, airbrush tattoos and lots of glam to get attendees festival ready.

Liquid Death, made a deadly impact, where attendees have to sell their soul to enter their spooky country club, with horoscopes, airbrush tattoos. The grim reapers at the door were memorable enough! #DeathtoPlastic

Even Toyota took to the stage this year, (well, technically they brought their own) with the Toyota Music Den. Right in the middle of the rose garden, the music den hosted a range of rising star performances, and had exclusive freebies like a commemorative bandana, Corolla Cross custom camp socks, and more – perfect camp supplies needed for live music round the campfire!

Are you an experiential, brand activation expert or do you need one?

Our XP team are here to find you your next role or your next hire, so get in touch with Archie today:

tel:+1 (737) 301 9041 // Archie.Harvey@mustardjobs.com