Among the many fashion-minded brands on the scene was Lacoste, which managed to retain its cachet from previous years. The French clothing company brought back its weekend-long Desert Pool Party at a private estate in Thermal, which this year was produced by Made With Elastic and included celebrity guest DJs and sporty activations related to its Life Is a Beautiful Sport campaign. Misters gave guests a chance to take a break from the heat.
A hedge step-and-repeat wall at the Music Lounge held the framed logos of participating brands like Tide, BMF, Olay, Coors Light, Herbal Essences, and Hennessy.
The Lacoste crocodile showed up on a mini putting green as well as tons of other unexpected places at the party.
Bonnaroo attendees could relax in hammocks and enter to win V.I.P. passes in the "Great State Lounge" hosted by State Farm. The insurance company also provided what it called "Bonnaroo Roadside Assistance"—free services such as help with flat tires and dead batteries.
When the weather unexpectedly turned sour at South by Southwest this year, ponchos from Warner Brothers served as protection from the rain as well as an opportunity to promote CW television series Arrow.
At American Eagle’s inaugural Governors Ball, fans could pick up a free canvas tote with a custom screenprint design provided by Tour Print.
On the second floor of the activation, which was produced by Shadow and Live Nation, card members could pick up festival essentials like sunscreen, hair ties, ponchos, and more.
