Between performances, around 100,000 guests streamed across the steamy, sunny festival grounds in Grant Park every day.Photo: Taylor Regulski for Lollapalooza 2024
CHICAGO-C3 Presents’ Lollapalooza celebrated its 20th anniversary in Chicago this year, and music fans – and a host of brands – were ready to rock out. The 2024 music festival featured an instantly iconic performance by Chappell Roan, who reportedly drew the largest crowd of any Lollapalooza performance ever. Other hot acts included Megan Thee Stallion, SZA, and Hozier. Between performances, around 100,000 guests traversed the steamy, sunny festival grounds in Grant Park each day, stopping for snacks, water bottle refills, and enticing brand activations along the way.
“This year, Lollapalooza truly became the Super Bowl of brand experiences,” says Maureen Ford, president of national and festival sales at Live Nation, C3’s parent company. “Over 20 brands across fashion, beauty, food, beverage and transportation enhanced the magic and excitement of the weekend for fans.” Brand activations represented Dunkin’, Coca-Cola, Tic Tac, Ulta, Tree Hut, T-Mobile, Uber One and more – and just like Roan, the brands went big on it.
“Brands improve their performance at Lollapalooza every year, whether new or returning,” notes Ford. “Two-thirds of our fans say live music events are some of the most memorable moments of their lives. Brands recognize the value of being part of those memories and the lasting brand love that comes from them.”
Among marketing trends, Ford noticed a significant increase in brands offering their fans comfortable concert experiences. “Whether it’s through elevated viewing platforms at Chase Sapphire Lounge or T-Mobile’s Club Magenta, brands are offering their customers better seats to see their favorite artists,” says Ford.
Singer Chappell Roan made a starring appearance at the music festival, drawing a historically large crowd for his daytime performance – and according to CNN, it could be the largest crowd ever counted at a Lollapalooza performance.Photo: Pooneh Ghana for Lollapalooza 2024
Additionally, “many brands are putting an emphasis on entertainment and seamlessly combining it with engagement, like … Coca-Cola’s Roller Ring experience, which featured live DJs and surprise artists throughout the weekend.” Ford adds that “comfort and convenience” continues to be a trend in brand marketing at Lollapalooza – Uber One, for example, offered a lounge with free Wi-Fi and refreshments from local Uber Eats vendors.
“This special experience, when fans want it most, drives brand loyalty as fans appreciate these thoughtful touches that enhance the festival experience,” says Ford. And finally, “we’ve also seen an increase in brands embracing scent marketing at Lollapalooza. For example, brands like Tree Hut are using scented soaps at the activation to promote their new scented body scrubs, and Liquid Death is pumping ‘Oud de Soul’ at its country club to further enhance the unforgettable experience.”
Overall, Ford emphasizes, brands are recognizing the impact they can have by getting involved in cultural milestones like this hugely successful music festival.
“As more brands embrace experiential marketing, festivals like Lollapalooza are exciting cultural bridges to connect with their target audiences in the most joyful moments that matter,” she says. “The biggest challenge at Lollapalooza is also what makes it an incredible opportunity for brands: the ability to reach 400,000 influential, passionate fans in one place for an entire weekend. Managing this incredible scale while seamlessly differentiating and fitting into the vibrant atmosphere of the festival is complex and requires careful planning. However, Lolla is a well-executed event that just celebrated its 20th anniversary. This year shows how any brand, no matter the industry or category, is truly set up for success.”
Keep scrolling to take a look at the fun, musical and wonderfully scented brand activations of the unforgettable 2024 edition of Lollapalooza…
