Pitchfork Music Festival Ideas: Sponsors Read Auras, Built Walk-In Beer Cooler in Chicago

By Jenny Berg July 19, 2012, 4:39 PM EDT

Photo: Jenny Berg/BizBash

The Pitchfork Music Festival took over Chicago's Union Park on July 6-8, bringing some 20,000 fans a day concerts from established and emerging indie music acts. Between playing vehement air guitar along with the peppy band The Men and swaying peacefully to the mellow tunes of Beach House, music lovers engaged in sponsor activations that varied from having their “auras” photographed to playing music-themed video games. Here's a look at the ways sponsors such as Whole Foods, Purina, and Emusic grabbed guests' attention on festival grounds—and a peek at some new features of this year's event.

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