Lollapalooza: A Marketer’s Ideal Guinea Pig

Photo Credit: CBD’s Public Relations & Social Media Coordinator, Caroline Kolavo

Lollapalooza is one of the major music festivals in the country, drawing roughly 270,000 attendees over three days in Chicago’s Grant Park. The demographic is a strong 18-35, perfect for an experiential marketer.

While I wasn’t able to get to everything during my one day there (who can?), here’s what my son and I experienced and thought about each marketing attempt:

American Family Insurance: Just before the entrance, American Family Insurance was handing out bags with sunscreen and hand sanitizer, which was simply practical. But how about a promotion, contest or call to action in the bag?

State Farm: Inside the gates, State Farm had a bag check, and someone’s great idea took it further giving people a chance to “spin the TV” to win prizes. Naturally, almost everyone won sunglasses (customizing was a nice idea, but made the line long); and, marketers made off with data from a survey people were asked to take. So far, the follow up has been pleasant and not overdone.

Sony: Sony had several booths focusing on different products. The Playstation portion was crowded but engaging, with plenty of games to play and raffles. On the other end, Sony Electrolounge was big on atmosphere, low on fun. They had a scavenger hunt, which sounded like a nice idea on paper, but my son wanted to focus on Lollapalooza’s music, not ask people to pose for pictures just to be entered into a raffle he might not win.

Google: Google had a similar booth to Sony, but they didn’t ask you to work as hard for freebies. Google also gave free a download card attached to Lollpalooza program.

Dell: Didn’t make it to the DELLLIVE LOUNGE. “Another DJ tent?” My teenager was not impressed. Not Dell’s fault.

Adidas: Adidas had performers dancing. Entertaining.

Camelback: Camelback sponsored free water filling stations, which was a great sponsorship and very welcomed throughout the day.

Oasis: The Fender Fan Oasis was a lot of fun. They took pictures of people holding legendary guitars and gave you the opportunity to try out equipment.

Overall, everyone did a good job. It’s not always easy to create a differentiating experience that’s brand relevant and fits with an event. As any good marketer will tell you, it’s a challenge to engage the consumer beyond the experience. When it’s all said and done, if you can, use the event as a bridge.

Simply put? Market what’s meaningful.