CHICAGO—With stages and attractions spread out over a mile, festivalgoers have gathered in Chicago's Grant Park to celebrate music at the world-renowned Lollapalooza for many years. Some 100,000 guests flock towards the countless sponsor activations and customizable experiences that make each year different from the last. However, one thing has become somewhat of a tradition: severe weather, whether its blistering heat or torrential downpours.
The weather app wasn't needed this year as Lollapalooza went virtual, taking place on YouTube from July 30 to Aug. 2. But there's nothing like a live event, so we're taking a look back at some previous years' highlights that helped Lollapalooza become one of the longest-running festivals to date.
Lollapalooza 2019
Lollapalooza 2019 took place in Chicago's Grant Park Aug. 1-4, taking over one mile of the park from end to end. The festival saw mercifully mild weather compared to the heavy rains and searingly high temperatures festivalgoers had experienced in previous years. The musical lineup included the likes of Kacey Musgraves and Ariana Grande and sponsor activations focused on providing guest perks. Attractions included photo ops in front of props like a giant replica of Lollapalooza's unofficial mascot: a swirly lollipop.
Photo: Barry Brecheisen for BizBash
Brands such as Toyota and Pepsi wooed music fans with whimsical tropes such as a pop-up pool party and a rainbow they could lounge in. State Farm hosted the "Neighborhood of Good" experience: Each time visitors sang, danced, or listened the music, the action converted to currency. At the end of the festival, the grand total was donated to Notes for Notes, which supports music education. See more: Lollapalooza 2019: Inside Guest-Focused Brand Activations from Brands Like Pepsi and Cupcake Winery
Photo: Barry Brecheisen for BizBash
Lollapalooza 2018
In 2018, Lollapalooza took place Aug. 2 -5. Titos, the Austin-based vodka brand, hosted the Love, designed to showcase the efforts of its charitable initiative. Highlighting Chicago-based charity Bunker Labs, one 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 were emailed to festivalgoers a year later. The brand also had a VIP 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.
Photo: Barry Brecheisen/BizBash
Keen to showcase its ability to personalize denim, American Eagle set up a two-story structure on festival grounds. 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. The top floor offered Wi-Fi, phone chargers, and a hot festival commodity: shade. It also displayed customized jean styles. See more: Lollapalooza 2018: How Brands Such as Toyota and American Eagle Drew Guests In—And Kept Them Cool
Photo: Barry Brecheisen/BizBash
Lollapalooza 2017
While the music festival grounds of Grant Park were evacuated due to weather before first-night headliner Lorde could perform on Aug. 3, 2017, the bands—some 170 of them, to be exact—played on for the next three days. 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.
Photo: Barry Brecheisen for BizBash
Cupcake Wines had a cheerful activation that let guests pose inside a prop wine bottle that was surrounded with bubbles. See more: Lollapalooza 2017: 24 Whimsical, Nostalgic Ideas From Sponsors and Brands
Photo: Barry Brecheisen for BizBash
Lollapalooza 2016
Lollapalooza celebrated its 25th anniversary in 2016, and it marked the occasion by starting the party a day early and adding more acts to the lineup. The festival ran from July 28-31, featuring 170 acts as opposed to 130 in 2015. A craft beer lounge known as "Da Beers" was back this year, but with added features. For example, a new 80-foot wall of taps poured Stella Artois, Goose Island, and more. Da Beers expanded to include games. In one area, guests played ping-pong at colorful tables.
Photo: Barry Brecheisen
Samsung was the first virtual-reality sponsor of Lollapalooza. To showcase its devices on festival grounds, the brand hosted the carnival-style VR-Palooza. Samsung's activations were produced by PMK-BNC. Guests could use VR devices to feel as though they were surfing in Tahiti or skateboarding in Malibu. They could also participate in an experience that simulated a roller-coaster ride. Throughout the weekend, guests could also purchase Samsung products that were exclusively available at Lollapalooza. See more: How Lollapalooza Encouraged Guests to Stay for One Extra Day
Photo: Barry Brecheisen
