CHICAGO Lollapalooza brought 300,000 fans and 130 music acts to Grant Park from August 2 to 4, and brands vied to get in front of the throngs of media, music fans, and tastemakers. On festival grounds, activations included Toyota's “Hybrid House Party"—at which silk-screen tote bags proved quite a draw—and Samsung's free henna tattoos.
BMF Media Group's It's so Miami Lounge returned to the Hard Rock Hotel, where new sponsor activations included giant board games from Starbucks Iced Coffee and the ubiquitous fest accessory, flower crowns, from Herbal Essences. New after-parties from Asos, also at the Hard Rock Hotel, drew buzz with performances from the likes of Salt-n-Pepa. Gilt City partnered with with Fiji Water to host a rooftop pool party on Saturday, complete with Fiji Water snow cones, and Cotton Incorporated and Billboard hosted a new Lollapalooza preparty on Thursday. Here's a look inside the events.