On festival grounds, the Samsung Galaxy Experience provided opportunities to participate in interactive experiences; attendees could also kick back on lounge furniture plied with Samsung-branded pillows. A display case with a see-through cutout of the number six showcased the brand's newest devices, including the Samsung Galaxy S6 and Galaxy S6 edge phones. Bolthouse Productions produced Samsung's festival activations.
Guests stood in long lines to participate in interactive experiences at the Samsung Galaxy Experience. Activities included designing keepsake T-shirts at a design station using the Galaxy Note 4.
Guests who downloaded the Samsung Milk Music app received vouchers for complimentary items from "Chow Town," or Lollapalooza's version of a food court. The brand also employed a Samsung Galaxy Truck, which let Galaxy owners outside of the festival download the app; those who did would receive a voucher for a food truck stationed near Grant Park and could also win prizes including festival tickets.
Samsung also hosted a V.I.P. lounge for Samsung Galaxy owners. While other private areas required special passes that went for from $1,800 to $3,600, device owners could get free access to Samsung's lounge by getting a wristband from the Galaxy Experience. Some 150 passes were distributed each day. Perks of the lounge space included concert seating and elevated viewing platforms. The lounge looked out over the Samsung Galaxy stage, which hosted performances from the likes of Paul McCartney and Metallica throughout the weekend.
At Samsung's Galaxy Experience, as well as in its Owner's Lounge, guests could interact with the new Samsung Gear VR. The virtual-reality device gave guests an up-close view of the performances on the Samsung Galaxy stage.
On Saturday, Charlie XCX did a DJ set in the Samsung Galaxy Owner's Lounge. The English singer and songwriter celebrated her birthday during Lollapalooza weekend, so Samsung staffers presented her with a surprise cake and led the lounge-dwellers in a "Happy Birthday" serenade.
At the bar in the lounge, guests could order frozen treats using the GS6 Edge device. The flavors were designed to represent different musical tastes. The "R&B" treat had a raspberry-rose flavor, for example, while "Rock" was honeydew-ginger.
In addition to the icy treats, guests could grab snacks from Catering by Michael's throughout the day. Items included homemade granola bars, fruit kebabs, and pasta salad. Many of the items on the buffet were gluten-free.
On festival grounds, Toyota hosted the Toyota Music tent. With a "psychedelic" theme, the activation was produced by the Anthemic Agency and Reach. One display vehicle was labeled the "Kaleidoscope Corolla." Guests could sit in the car, watch a short video, and then have their photos snapped. The resulting pictures had a kaleidoscopic look.
The tent also housed a wall called the "Feel Factor." Built out with prop mushrooms and giant pieces of candy, the wall had prizes hidden within.
The Toyota Music tent also had a stage, where Lollapalooza bands such as Of Monsters and Men performed at intimate shows.
Toyota recently teamed up with VH1 Save the Music to produce a new activation and social media campaign, which launched at Lollapalooza. The activation featured a life-size glowing willow tree. On the tree, festivalgoers hung messages about what music meant to them. One person wrote: "Music is peace," while another message read: "Music helps me sleep." Many messages bore the hashtag of the new campaign: #ToyotaGiving. For every social media post regarding the activation, Toyota donated $1 to VH1 Save the Music.
Bud Light brought its traveling House of Whatever activation to festival grounds. Produced by Mosaic, the activation had a prominently displayed hashtag—which served as a popular photo backdrop—at its entrance.
The activation was open only to guests aged 21 and above, and staffers checked IDs at the gate. Once inside, festivalgoers could purchase cocktails including "Beer-a-Ritas" in flavors such as strawberry and lime.
A live DJ spun in the "Rita Cabana," and guests could play a game that involved fitting a small ring, which was hanging from a string, onto a hook. The difficult game proved addicting for festivalgoers, who played it for several minutes at a time.
In a House of Whatever area called "Local Heroes," street artists sketched guests. There was also a mural depicting superheroes, and guests could strike superhero-inspired poses, snap selfies, and submit their photos to the artists. The artists sketched some of the guests into the mural.
The House of Whatever area also contained a "Tattoos and 'Dos" booth decked with colored lights, folding screens, and patterned rugs. Inside, guests could get temporary tattoos.
The "Tattoos and 'Dos" booth also offered braiding, hair chalking, and other festival-inspired hairstyling services for men and women. All services were complimentary.
In a V.I.P. area, guests could have their photos snapped inside the "Bud Light Lolla-Scope." The machine took rotating, 360-degree photos of guests, who then posted the images to their social media accounts. The images were automatically populated with the phrase: "And this happened at Lolla 2015," along with the #UpForWhatever hashtag.
Lollapalooza returned to Chicago's Grant Park from August 3 to 6. Between stages, festival grounds offered plenty of props for guests to pose with—including a giant fake lollipop in the festival's signature blue-and-orange hues.
Guests also posed for snaps in front of the food chain's giant hashtag, which spelled out #LifeIsBurritoful.
Summer-staple games—including ping-pong—were also readily available on festival grounds.
More games, including an oversize Connect-Four board, could be found in a family-friendly area known as Kidzapalooza.
In keeping with the festival's whimsical, throwback vibe, a first-of-its-kind roller rink invited guests to take a spin for free. The set-up also had an arcade featuring nostalgic (and also free) games like Donkey Kong.
Some brands incorporated old-school games into their activations. Godiva, for instance, had a giant Plinko-style drop board. Depending on where their game chips landed, guests could win prizes such as tote bags, keychains, or free ice-cream treats.
Toyota had two tents on festival grounds. In one area, known as "Cosmic Paradise Presented by Toyota," guests could pick up a Lite-Brite peg and embed it on a board on the side of a Toyota vehicle. Guests won different prizes depending on which color their pegs lit up in.
In Toyota's other tent, known as "Toyota Music Den," a doughnut etching experience took place in the trunk of a model car. Guests could take home the treats, which were emblazoned with messages—such as "Donut Give Up—Corolla"— written in powdered sugar.
The brand had a cheerful activation that let guests pose inside a prop wine bottle that was surrounded with bubbles.
In State Farm's #HeretoHelp lounge, guests could charge their phones and study up on local charities. The lounge also hosted charitable activities. On Sunday, for example, guests could make dog toys for a local shelter.
This year, a first-time scavenger hunt called Jane Says—named after the song by Jane's Addiction lead singer and Lollapalooza founder Perry Farrell—challenged guests to certain tasks taking place throughout the park. Billed by festival organizers as "part scavenger hunt, part quiz show, and part mission for global good," the activity let guests win prizes for themselves or cash prizes that could be donated to charity. Lollapalooza earmarked $100,000 for local and global initiatives via Jane Says.
One aspect of Jane Says included a daily vote, which let guests weigh in on questions by placing a colored ball in a bin that corresponded to their answer. On Saturday, for instance, festivalgoers could respond to the question of "Who Did You Vote For in Last Year's Presidential Election" by placing a ball in bins labeled with "Hillary Clinton," "Didn't Vote," et cetera.
In another Jane Says challenge, guests used their body heat to try to win free T-shirt prizes from a frozen block of ice.
In Red Bull's V.I.P. area, guests could play ping-pong while watching Red Bull TV's live footage from nearby stages.
Known as "Kosmosworld," the area had leafy, shaded seating areas.
In addition to a central bar, guests could grab drinks from mini refrigerators set up in each seating area.
Pepsi brought its "Zero Chill House" to festival grounds. The fun-house-style activation invited guests to jump into a pit of foam blocks in the soft drink's signature hues; guests could also grab prizes.
Twix set up a backstage activation open to musicians and other V.I.P. guests. Built out to look like a record store, the activation offered sweet snacks, drinks, and a virtual-reality experience.
Yoga brand Lululemon was a first-time sponsor. The company set up a backstage activation that invited V.I.P. guests and musicians to relax with gong baths and five-minute meditation sessions.
Tito's Vodka also hosted a V.I.P. retreat. Guests could have cocktails from an open bar and get premium views of the Tito's stage from the lounge area, which also supplied tacos, private restrooms, and plush seating. Throughout the weekend, bands to take the Tito's stage included Live and Joseph.
On Saturday night, Lucky Brand hosted an off-site event at the Freehand Hotel. BMF Media Group produced and designed the event, which had a '90s house party theme and featured a performance from Brandy. The event took over several rooms, turning them into '90s-style bedrooms filled with posters for Nirvana and other bands of the era. In the room, music from bands like Smashing Pumpkins played, and guests could pick up beers in red Solo cups.
The walls at the event were decked with Lucky Brand's current and vintage campaign images. Guests could take home custom-embroidered bandanas from the brand.
Beauty brand Bed Head TIGI took over several areas of the Hard Rock Hotel for a pop-up salon activation on August 4 and 5. Pink-and-orange signage featured hairstyles guests could have done on-site—including twisted top knots and braids—and a grassy, flower-covered wall provided a backdrop for photos.
The event's #YourHairYourWay hash tag appeared on mirrors and on bars. In addition to hairstyling, guests could book makeup touchups and manicure appointments, and celebrity DJs including Brandi Cyrus and Rumer Willis spun tunes.
As a major sponsor of the festival, American Express installed a two-floor lounge, American Express Experience, produced by Live Nation. The company sponsored the festival’s cashless component, which had attendees link wristbands directly to their credit cards.
The first floor, which was open to the public, evoked an artist’s lounge. People could design their own flags, screenprint bandanas, and purchase apparel that could be customized with embroidery designs. There was a custom luggage-tag station and a corner with makeup from Milk Makeup.
A corner of the loft was transformed into a live canvas, where people could draw on various objects including a car.
The second-floor lounge was reserved for American Express cardholders, and featured comfortable sofas and armchairs, Wi-Fi, and succulent planters with built-in phone chargers. A bar with a floral green wall served drinks.
The lounge had a direct view to the American Express stage, which featured headliners such as Jay-Z and Red Hot Chili Peppers.
As the major car sponsor, Honda had a wide presence during the festival. Honda sponsored the artist-signing stage, partnering with local shop Waterloo records. In front of the stage were two newest editions of the Honda Civic that people could check out; one was designed by artist Dabsmyla. In addition, the company partnered with local rideshare company RideAustin to offer free rides to the festival gates each day until 5 p.m. Each car was equipped with ACL-branded canned water and Honda bandanas. Marketing Factory produced Honda's activations.
Near the festival merchandise store was Honda’s Rebel motorcycle showcase. The vehicle and three helmets were decorated on the spot throughout the festival, and the finished works will be auctioned off for charity. The car company also partnered with influencers like ThankYouX, who captured content for Honda.
Along with live streaming performances through Red Bull TV, the company paid tribute to late musician Tom Petty through the Red Bull Air Force. Three skydivers jumped from a plane, one holding the Texas state flag while the other two spouted out pyrotechnics. Meanwhile, on stage was a screening of a 2006 performance at the festival of Petty and the Heartbreakers playing “Free Fallin’.”
Miller Lite set up its traveling Bar 75, produced by MKG, at the festival. There was a magnetic board where people could recommend similar bands for the headliners. Another white board asked people to recommend songs for different moods.
The decor reflected a literal but playful take on the bar's designation as a place for "real fans."
The vacation rental site HomeAway, which sponsored a stage at the festival, fashioned an upside-down house as a photo opportunity in which fans pretended to hang from the ceiling. The brand gave away a free backstage pass every day to random fans.
The insurance company State Farm set up a lounge called "Here to Help" that promoted volunteerism. It featured guest-comfort amenities like charging stations and storage lockers, and offered free gear such as hats, miniature fans, and fanny packs. The space hosted intimate performances from bands and musicians playing the festival, who also talked about their volunteering experiences.
The lounge promoted its new site, Neighborhood of Good, which links customers to local nonprofits and causes. Each day, the lounge hosted a different charitable activity linked to nonprofits. One day, guests decorated bandanas for adoptable shelter pets. Another activity had guests putting together disaster-relief kits for hurricane victims.
Decor in the company's signature red color combined themes of volunteerism and music. An augmented-reality wall of posters highlighted different causes as well; staffers with iPads could activate the animations. The Marketing Arm produced the experience with video production from XI Media Productions.
Local distillery Tito's brought back its plinko game where participants could win swag. Next to the game was the Love, Tito’s mural where people were encouraged to post images on social media with the hashtag #LoveTitos. The company donated $2 per post to pet nonprofit Emancipet, which offers affordable spay/neuter services and veterinary care. People were also encouraged to write out what they love on the mural.
Chipotle set up its own food stand separate from the festival’s official food concessions. It served burritos along with the food company’s newer item, queso. To help promote the stand, it created a giant hashtag sculpture noting #LifeIsBurritoful.
New to the festival was the ACL Crafts corner, where people could pay to participate in craft activities such as tie-dying shirts, creating flower crowns, and painting paper umbrellas.
Giant trees built by Founders Entertainment with balloon arrangements supplied by Katie Balloons sprouted up throughout the festival grounds.
The DirecTV Now activation, which was created by experiential agency Blue Revolver, featured an oversize boombox, along with an 80s-theme urban playground setting with tricycles, a basketball hoop, and funky graffiti.
Festivalgoers could play DJ inside the larger-than-life boombox and snap pics for social media.
At this year’s festival, Tito’s Handmade Vodka debuted its Love, Tito’s Festival Experience. Produced by New York-based experiential and digital agency the Participation Agency, the activation featured a digital time capsule where festivalgoers could make a video pledge for change that will be emailed to them a year from now. They could also learn about the brand’s charity initiative, which includes highlighting a different charity at each festival the brand attends throughout the year.
In addition to the Love, Tito’s activation, the vodka brand also parked an Airstream trailer bar featuring music and cocktails within the “Best Kept Secret” area.
Located next to the Bacardi Stage on the festival grounds, Bacardi Bay offered fans a tropical island-inspired oasis, produced by Hargrove, featuring specialty cocktails, hammocks, and views of the entire festival grounds from the two-story bar.
Festivalgoers could kick back in colorful day boats inside in the branded space.
At the Bacardi Stage, performers including British band Wolf Alice, rapper Goldlink, Canadian rock band Japandroids, and Silk City with Diplo and Mark Ronson entertained the crowds.
At American Eagle’s inaugural Governors Ball, fans could pick up a free canvas tote with a custom screenprint design provided by Tour Print.
AEO Connected loyalty program members received access to the roof deck, which featured lounge chairs, charging stations, and giveaways.
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.
State Farm engaged attendees with four different action stations as part of its Neighborhood of Good, including the Here to Help House where fans scored festival gear and the Music Education House where participants built ukuleles from kits. The instruments were donated to local school music education programs.
The Here to Help at Risk Youth space asked fans to write encouraging messages to at-risk youth. The note cards were placed in hygiene supply kits and donated to local nonprofits. Participants also received a stenciled tattoo. At the Here to Help Hunger House, participants assembled food kits of non-perishable items, which were then donated to local food banks. For each activity completed, festivalgoers earned pins that could be traded for branded swag. Following its debut at Governors Ball, the Neighborhood of Good, which was produced in conjunction with Live Nation, will be on site at Lollapalooza, Bonnaroo, Austin City Limits, Lake Shake, and other festivals.
At the Lay's tent, attendees could taste four different chip flavors and cast their votes for their favorite by scanning their festival wristbands at the corresponding station.
Similar to last year’s activation, the beer brand’s space, which was produced by MKG, featured picnic-style tables and a bar, along with free charging stations and Wi-Fi.
A new addition for this year was a Plinko-style game where visitors could score swag by using their empty, crushed cans as playing chips.
At the Kleenex Cabana, fans could freshen up with the brand’s new wet wipes, as well as get their faces painted.
Fans could pick up some M&M’s Caramel samples inside the candy brand's bright yellow dome. The empty wrappers could then be exchanged for festival swag, including sunglasses, fanny packs, and blankets.
The sparkling water’s branded lounge included seating, a balloon-adorned photo booth backdrop, free samples, and a ball pit for creating shareable gifs.
The hair brand Göt2b was on on site offering free styles like classic braids and funky knots to festivalgoers. ESP Camera was on hand to snap Polaroids of the finished ‘dos.
Once again this year, Citi cardmembers were able to link up their R.F.I.D. festival wristbands to their Citi credit and debit cards in advance. The wristbands served as a cashless payment device and also offered access to the Citi viewing deck. The elevated area provided a view of the main stage and a cashless bar. Live Nation produced the activation.
A greenery wall, which was created by B Floral and decorated with gold records, provided a backdrop for photo ops inside the viewing deck area.
For the fourth year in a row, Tequila Don Julio was on site, serving up craft cocktails via a 1967 vintage Airstream Speakeasy. And for the second year in a row, the tequila brand teamed up with restaurant review site Infatuation for the #AgaveAndEEEEEATS happy hour at the festival’s "Best Kept Secret" area. The space featured a swing set photo booth and the Tequila Don Julio vintage pick-up truck.
Headline acts this year included The Weeknd (pictured), along with Bruno Mars, Jack White, and Arctic Monkeys.
The festival featured colorful backdrops for photo ops throughout the grounds.
Keen to showcase its ability to personalize denim, American Eagle set up a two-story structure on festival grounds. The top floor offered Wi-Fi, phone chargers, and a hot festival commodity: shade. It also displayed customized jean styles.
On the first floor, staffers customized denim pouches with Chicago-centric sayings that changed every day. Festivalgoers formed a line outside the activation to get screen-printed bags.
Behind the BMI stage, festivalgoers could add their mark to a mural with a little help from Art of Everyone. The organization used an "artist conductor" to verbally guide guests through painting or drawing using a laser pointer.
The beverage brand also offered fruity popsicles and samples of its Antioxidant Infusion Drinks.
At the N.B.A.'s on-site shop, guests could pick up customized Bulls jerseys.
The Austin-based vodka brand hosted the Love, Tito's experience to showcase the efforts of its charitable initiative. Highlighting Chicago-based charity Bunker Labs, the activation taught guests about the local nonprofit; it also served as a digital time capsule that invited guests to make a video pledge to initiate positive change in the world. The videos will be emailed to festivalgoers a year later.
Guests could also play Plinko for the chance to win festival swag. Above the game board, information about Bunker Labs was displayed.
The brand also had a V.I.P. lounge replete with a lush, leafy bar serving up specialty Bloody Marys. As another part of its Lollapalooza presence, Tito's hosted a contest in which participants could tweet at the brand for a chance to have Bloody Mary ingredients delivered to their doorsteps.
Toyota offered V.I.P.-style perks such as complimentary hairstyling.
At the "Corolla Scoop of Love" station, guests could pick up a welcome cold treat.
Guests could top their ice cream with sprinkles and other fixings found at stations surrounding display vehicles.
