Marketing

Dell's communal workspace pop-up took over Openhouse Gallery's NoLIta space at 19 Kenmare Street for three days, running from Wednesday, November 2, through Friday, November 4.

Open to the public during the day, the temporary spot invited consumers to fully test-drive the brand's new laptops.

The XPS 14z laptops, which are designed for personal and professional use, are less than an inch thick and come equipped with a second generation Intel Core I5 or Core I7 dual core processor.

Inside the clean, white venue, collaborators Super! Alright! and We Came in Peace looked to create a functional workspace for creative professionals, taking inspiration from the studios of fashion designers, architects, and filmmakers.

Because the site was used for a variety of different activities, the furniture was designed to be modular and movable. This included the desks, which were circular flaps attached to rolling walls that could be folded back into the structures to form flat surfaces for projections. And, as a subtle way to push social media, the walls were printed with Dell's #DellXPS hashtag.

The niche styled after the offices of architectural firms held shelves of reference books, magazines, and writing utensils.

A separate section for those in the film industry was stocked with headphones, extra monitors, and camera gear.

A third area was created with fashion designers in mind and packed with sewing tools, a working vintage Singer sewing machine, and fabric swatches.

Denim designer David Lim (pictured, left), who also acts as one of Dell's creative ambassadors, hosted a workshop on Friday morning.

Dell also partnered with other organizations, including Big magazine and Gen Art, to hold events during the evening.

On July 30 Pepsi and Billboard hit the Cannery Ballroom in Nashville for the second installment of their summer concert series, which included performances by Jana Kramer, Randy Houser, and country music trio Gloriana (pictured). The brands streamed the bash live on pepsi.com, allowing the online viewers to influence elements of the staging in real time.

This summer, Vitaminwater and Fader teamed up to produce a nationwide concert series called "Uncapped." Playing off the partnership between the two brands, the concerts included sets from artists of different genres. In Chicago Santigold and rapper Wale performed, along with a set from R&B singer Melanie Fiona. Open bars doled out complimentary Vitaminwater.

The Kellogg’s brand hosted a pop-up concert on Northerly Island in Chicago July 19. With performances by Carly Rae Jepsen, Boys Like Girls, and teen sensation Austin Mahone, the event also allowed guests to pose on the red carpet with giant plush Pop-Tarts and sample treats from a Pop-Tarts bar.

The Web site for group discounts hosted a ticketed, weekend-long activation in Chicago from July 6-8. Guests checked in at the downtown Swissötel, which served as camp headquarters, and spent the weekend participating in various activities. On Saturday night, guests headed to Navy Pier for a private concert from the Counting Crows as well as Grace Potter and the Nocturnals (pictured).

Founded in Miami, Sunglass Hut returned to its roots for the recent opening of its largest outpost to date, located on Lincoln Road. The "Sunglass Hut Summer Block Party Miami" launch continued into the evening on the seventh floor of the 11 11 Lincoln Road parking garage structure. Guest artist Amy Heidemann, who is one-half of the pop duo Karmin, performed on an elevated stage outfitted with vertical pink LED panels, a Sunglass Hut banner, and a mirrored DJ booth.

More than 80,000 people traveled to a remote 700-acre farm in Tennessee June 7-10 for the Bonnaroo Music & Arts Festival. Knowing the attendees would be outside day and night listening music on multiple stages, brands such as Garnier Fructis provided practical services such as free hair-washing and styling in a 40- by 40-foot air-conditioned tent.

The L'Oréal-owned brand also brought music props for guests to pose with after their hair service. Participants received the photos via email, allowing them to share the images on social networks.

Ford dubbed its tent "Destination Escape," playing on the name of its Escape vehicle that was displayed outside. Inside, festivalgoers could cool off in the air-conditioned space, listen to live performances, and charge their phones.

Ford handed out more than 3,000 free T-shirts, screen-printed on-site with designs inspired by mural artists working outside the tent.

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 lockouts, flat tires, and dead batteries.

As part of the July run of Pitchfork Music Festival in Chicago’s Union Park, Web-based music store Emusic staged an activation that allegedly read spiritual vibes and frequencies. Inside a small photo booth, consumers could listen to songs from various Pitchfork acts while placing their hand on an electrical plate. The installation then printed out colorful strips that showed their different “auras” for each listening experience. New York-based agency Mother worked with Chicago's Ravenswood Events to produce the unusual experience.

Whole Foods erected an on-site farmer's market where guests could purchase everything from strawberries to sunflowers. The cute, country-style space was dressed up with gingham curtains and woven baskets.

Heineken had a dome-shaped tent meant to represent a reinvented beer cooler. After having their IDs checked, guests entered the air-conditioned space to find open bars doling out the Dutch beer on tap.

Darkened and shot through with green light—Heineken's signature hue—the tent had projection videos of real-time Pitchfork concerts playing on its ceiling. California-based Corso Communications produced the activation.

Purina gave out free "pets rock" posters, which featured colorful, arty illustrations of dogs and cats clutching musical instruments. The brand also had a video booth that let guests hop in and share their personal “ingredient for daily good,” matching the marketing focus on the pure ingredients that make up its pet food. To produce the activation, Pitchfork organizers worked with Zeus Jones, a creative agency based in Minneapolis.

C3 Presents' music festival, now in its 21st year, drew about 90,000 guests a day to Chicago's Grant Park August 3 through 5. The festival offered performances from 130 bands on stages with sponsor names, including the Red Bull Soundstage, the Sony stage, the Google Play stage, the BMI stage, and the PlayStation stage. Florence & the Machine played on the Bud Light stage on the last day of the festival.

On festival grounds, the Adidas Originals Black Top let guests watch professional skateboarders in action (and, of course, Adidas gear). The activation also let guests snap photos and enter to win giveaways.

Music fans at Lollapalooza often send beach balls bouncing through the crowds during concerts. Uber took advantage of the festival hobby by doling out balls splashed with the company logo and a special event hashtag, #Uberpalooza.

The show Pop-Up Video recently returned to VH1 and to publicize it, the music channel hosted an activation on the grounds of Lollapalooza. Using augmented reality developed for VH1 by Awestruck Marketing, the promotion let guests see themselves on a big screen in the park virtually interacting with Lollapalooza artists such as the Black Keys and Fun. Guests could instantly post photos from the activation to social media sites.

The Toyota Prius Family Playground was filled with games, including a human-powered prize wheel that had guests run to win gifts from the automaker. The most talked-about aspect of the marketing effort was the "Whac-a-Hipster" game, which let guests use a soft mallet to smack little pop-up heads with stylized mustaches and glasses.

Behind the Red Bull Soundstage, PlayStation hosted a V.I.P. area that had plush seating, games, and a Magnolia photo booth. There were also open bars.

Rolling Stone hosted the Rock Room at the Paris Club on Friday and Saturday of Lollapalooza weekend. The daytime event served brunch to a guest list that included media, band managers, label reps, and guests of the performing bands. The "Women Who Rock" showcase, linked to a competition hosted by the magazine, had performances by finalists, including Rita Ora. The winner, selected by readers' online votes, will appear on the cover of the September issue of Rolling Stone.

Gilt City hosted a party at EnV, a condo building in Chicago's River North, on Saturday afternoon of Lollapalooza weekend. The Icelandic band Of Monsters and Men, which also performed at the festival, played an intimate set at the rooftop party.

In partnership with the BMF Media Group, Soul Electronics hosted "Soul Sounds Chicago" evening at the Hard Rock Hotel Chicago in August. The kickoff event for Lollapalooza offered UV Vodka cocktails, Ashai beer, and performances from Cee Lo Green (pictured) and Miguel. Vibe magazine was the official media partner.