Pepsi/'Billboard' Summer Beats Concert Series
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.
Photo: Sara Kauss/Getty Images for Pepsi
'Fader' and Vitaminwater's "Uncapped" Concert Series
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.
Photo: Courtesy of Full Picture
Pop-Tarts' "Crazy Good Summer" Pop-Up Concert
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.
Photo: Jeff Schear/Getty Images for Kellogg’s Pop Tarts
Camp Groupon
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).
Photo: Sheri Whitko Photography
Sunglass Hut Block Party
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.
Photo: Seth Browarnik/startraksphoto.com
Garnier Fructis at Bonnaroo
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.
Photo: Erika Goldring
Garnier Fructis at Bonnaroo
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.
Photo: Courtesy of Garnier Fructis
Philips at Bonnaroo
Philips sponsored a silent disco at Bonnaroo. The company provided 400 of its new CitiScape Collection headphones for guests to wear to listen to tunes being spun by two DJs.
Photo: Courtesy of Philips
Ford at Bonnaroo
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.
Photo: Courtesy of Ford Motor Company
Ford at Bonnaroo
Ford handed out more than 3,000 free T-shirts, screen-printed on-site with designs inspired by mural artists working outside the tent.
Photo: Courtesy of Ford Motor Company
Emusic at Pitchfork Music Festival
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.
Photo: Jenny Berg/BizBash
Whole Foods at Pitchfork Music Festival
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.
Photo: Jenny Berg/BizBash
Purina at Pitchfork Music Festival
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.
Photo: Courtesy of Pitchfork Music Festival
Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
Adidas at Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
Uber at Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
Sony PlayStation at Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
'Rolling Stone' Rock Room
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.
Photo: Anjali Pinto/Rolling Stone
Gilt City's Better Than Backstage Rooftop Pool Party
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.
Photo: Francis Son Photography
Soul Sounds Chicago
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.
Photo: Seth Browarnik/WorldRedEye.com
State Farm at Bonnaroo
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.
Photo: Erika Goldring
Heineken at Pitchfork Music Festival
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.
Photo: Jenny Berg/BizBash
Heineken at Pitchfork Music Festival
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.
Photo: Courtesy of Pitchfork Music Festival
VH1's 'Pop-Up Video' at Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
Toyota Prius at Lollapalooza
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.
Photo: Barry Brecheisen for BizBash
Instagram at Bonnaroo
Selected Instagram photos with the #Bonnaroo hashtag were displayed on the sides of the two main stages between sets. Instagrammers were also encouraged to submit their photos for the official fan documentary, True Roo: Fan Faces of Bonnaroo, by tagging #TrueRoo.
Photo: Nadia Chaudhury/BizBash
Vans at Pitchfork
Playing off its "Off the Wall" tagline, Vans had a painter create portraits of festivalgoers. The paintings hung on a temporary wall on festival grounds and will be auctioned off at future Goose Island Brewery events. Proceeds will benefit the 606, a local park and trail system set to launch in the fall.
Photo: Barry Brecheisen for BizBash
PopChips at Pitchfork
With the hashtag #PopChipsToTheRescue, PopChips sponsored a so-called "rescue hut." Supplied by Tuff Shed, the activation was stocked with items that festivalgoers often need, including cell phone chargers. There were also games, a relaxation area, and an oversize prop frame that guests could use for photos. After the festival, PopChips worked with Habitat for Humanity to donate the hut to the Chicago community.
Photo: Barry Brecheisen for BizBash
ZipCar at Pitchfork
ZipCar recently partnered with the Chicago Loop Alliance on a pop-up art activation called "Fueling Local Art." At the festival, guests could watch local artist George Berlin treat the car like a canvas; after the event, the vehicle was washed off and returned to the local fleet of ZipCar vehicles.
Photo: Barry Brecheisen for BizBash
Samsung at Lollapalooza
Lollapalooza brought 300,000 fans and 130 music acts to Grant Park in Chicago from August 2 to 4, and brands vied to get in front of the throngs of media, music fans, and tastemakers. At the "Samsung Galaxy Experience," Samsung offered henna tattoos on festival grounds. Guests could pick a design from photos displayed on the Galaxy S 4 and Galaxy Note 8.0. At another station, flower wreaths were available.
Photo: Barry Brecheisen for BizBash
USA Network's SXSW Promotion
USA Network used a new "video paint" technology to promote its original drama series Graceland. Attendees were invited to a pop-up location in downtown Austin's busy bar strip, where they could use a digital paint-brush roller to project Graceland images on the walls of buildings.
Photo: Courtesy of USA Network
