Samsung became the first virtual-reality sponsor of Lollapalooza, which ran from July 28 to July 31 in Chicago. To showcase its devices on festival grounds, the brand hosted a carnival-style VR-Palooza. Guests could use VR devices to feel as though they were surfing in Tahiti or skateboarding in Malibu. They could also participate in an experience that simulated a roller-coaster ride. Throughout the weekend, guests could also purchase Samsung products that were exclusively available at Lollapalooza.