Lollapalooza returned to Grant Park Friday to Sunday. This year, the festival featured more than 130 musical acts on eight stages and offered forward-thinking brand activations on festival grounds and at surrounding events. From Samsung's high-tech lemonade stand to Dobel Tequila's pop-up piano bar and M.A.C. Cosmetics' girly pre-Lollapalooza bash, here's a look inside the festival's most clever marketing stunts.
Soho House Chicago opens on August 11, but the property hosted a preview party for musicians and select members of the press on Saturday. The event offered Grey Goose vodka cocktails, samples of the Soho House menu (including herb-filled bream and peach crumble), and a surprise performance from Jon Batiste & Stay Human. During the acoustic set, the band strolled around the venue and performed on bar tops.
This year's festival had eight stages and featured some 130 acts including Eminem, Lorde, and Outkast.
In the park, Samsung's Galaxy Experience had several tents with different activities. In one tent, guests could use the Galaxy Tab S to order lemonade. Using Samsung's new streaming service, Milk Music, guests then picked a favorite genre of music, which matched up with a particular flavor of the drink. Those who liked indie music, for example, were offered strawberry lemonade. PMK-BNC handles marketing activations for the brand.
In another area of the Galaxy Experience, guests could take selfies on the Galaxy S 5, then use a Milk Music dial to change the filter. The lounge had carpets and tufted leather couches that lent a homey vibe.
In the brand's V.I.P. area, Catering by Michael's offered a champagne popsicle bar. The treats came in flavors such as honeydew-ginger and blackberry-rose.
The area had a "glamping" theme and served treats such as s'mores in Mason jars. Catering by Michael's handled food as well as cocktails in the lounge.
The Participation Agency created an activation for Red Bull Sound Select. Within the space, there was a V.I.P. lounge for artist interviews and for guests to lounge; the area was decked with carpets, soft furniture, and a cooler stocked with Red Bull.
Guests who signed up for Red Bull Sound Select could charge their phones for free in secure lockers within the tent.
In a V.I.P. area known as the "Lolla Lounge," Dobel Tequila offered drink samples at a sleek pop-up piano bar.Â
BMF Media once again produced the lounge at the Hard Rock Hotel, which served as an off-grounds retreat for artists, media, and other tastemakers. Open for daytime and nighttime events, the lounge offered cocktails, concerts, and hairstyling services from Red 7 Salon.Â
On Saturday, Gilt City returned to EnV Chicago for its annual rooftop pool party. This year's featured performer was Betty Who, who also sang at Lollapalooza. Platinum Events handled production.
Inside the rooftop venue, guests could have their makeup touched up by artists from sponsor Benefit Cosmetics.
Dentologie, a Chicago dental practice, had a table with cupcakes decorated with crumbled graham crackers to look like sand and peppermint candies to look like beach balls. Dental hygienists staffing the booth gave guests cupcakes as well as free toothbrushes so that they could (theoretically) brush their teeth after eating the sugary treats.
On Thursday, M.A.C. Cosmetics hosted a launch party for its new Mia Moretti collection, which is inspired by Lollapalooza and festival fashion, at Fulton Market Kitchen. As guests dined, artist Blue Logan painted the scene on a large canvas set up along one wall of the dining room. BMF Media Group produced.
At the dinner, stylist, artist, and Mia Moretti's close friend Cleo Wade wrote custom poems for guests on a vintage typewriter. Wade would ask guests "how is your heart?" or "what are your favorite things?" before beginning to type.
In keeping with the arty atmosphere, guests could use crayons to doodle on paper tablecloths. Attendees included musicians Joe Jonas and Emily Kokal and Jenny Lee Lindberg of the band Warpaint.Â
