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1
LOLLAPALOOZA 2012
ACTIVATION RECAP
Sloane Davidson
Senior Vice President, Digital Marketing
215 Park Avenue South, 16th Floor
New York, NY 10003
Phone: 212.598.4400 ext.277
Twitter: @sloane
www.lippetaylor.com
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OVERVIEW What started as a touring music festival in 1991 by Jane's Addiction front man
Perry Farrell, Lollapalooza has become a definitively unique music experience.
Today, Lollapalooza takes place every summer in historic Grant Park, Chicago,
between the iconic Chicago skyline and the shores of Lake Michigan.
With thousands of music fans from all over the world taking over Grant Park
every summer, Lollapalooza continues to be a destination for music lovers from
all over the world. This year, the festival took place August 3rd – August 5th.
From fully branded stages to private artist lounges, the festival provides on-site
and off-site opportunities for brand integration
Website: http://www.lollapalooza.com/
Facebook: 332,241 fans
https://www.facebook.com/lollapalooza
Twitter: 130,673 followers
https://twitter.com/lollapalooza
Hashtags: #lollapalooza, #lolla, #perrys
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TOP TRENDS AND KEY LEARNINGS
Lollapalooza is one of the most popular festival’s for brand partnerships
– They partner with brands that really connect with Lollapalooza and the Lolla
fans, and they return year after year
• The festival has an 8-year relationship with brands like Adidas, PlayStation and Citi who
provide on-site activations that fans love and is relevant
– The naming rights to its stages are more brand-friendly than festivals like
Bonnaroo, Outside Lands or Pitchfork, the latter of which doesn't allow any
sponsored stages.
– The festival has massive attendance, as last year's Lolla was 2011's most-
attended festival with a record 270,000 attendees (and the year's second
highest-grossing festival in terms of ticket sales, next to Coachella.)
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ON-SITE ACTIVATION:
PlayStation® Society Tent – Provided newly released PS Vita and new and pre-released PS3™ games.
– Chances to win the Ultimate PlayStation® Prize Pack and VIP and side stage passes
– Consumers could borrow a PS Vita for endless fun between sets
– Stations available to charge your phone for free
Toyota Free Yr Radio
– Featured live performances and interviews by Lollapalooza artists
– Station to customize your own DIY leather bracelet or headband
– Capture a one of a kind Lolla moment in their steampunk Corolla Photo Booth
– Claw your way to a free prize with the Prius claw game and grab a complimentary silk screen tote bag
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ON-SITE ACTIVATION
#DellLive Lounge powered by Dell and Intel
– Consumers could charge up or pose in front of the photo wall to get their pics on the live stream
– Consumers could get spray tatted and gifted while watching a live stream of the festival in cool comfort
– Brand encouraged consumers to tweet photos using #DellLive to win VIP upgrades, after show tickets and other prizes.
State Farm Bag Check
– Brand offered to watch consumers belongings while they watched the show
– Consumers could enter for a chance to win VIP or Aftershow passes, as well as ticket upgrades
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OFF-SITE ACTIVATION
Clearasil Rock Your Skin Lounge @ Hard Rock Hotel - Throughout the weekend, over 1,500 VIP and celebrity guests cooled down and enjoyed smoothies inspired by the new
Ultra® Rapid Action Face Wash in PerfectaWash
- Guests received an overview of the Clearasil ULTRA® line and learned about PerfectaWash® and the “perfect dose”
- Professional body artists were on site to give custom services to VIPs and celebrities
- The Rock Your Skin model acted as a human billboard encouraging celebrities and artists to come check out the lounge,
take pictures, and get “inked”
- Brand donated to the charity DoSomething.org for every talent photo taken on the step-and-repeat
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OFF-SITE ACTIVATION
It’s So Miami Oasis @ Hard Rock Hotel
– The Greater Miami Visitors and Convention Bureau took over the ballroom where guests enjoyed Disaronno
cocktails and danced to tunes by DJs like Team Bayside High, Chris Holmes and Mike Nouveau
– A few like Temper Trap’s Dougy Mandagi were brave enough to get inked by the live tattoo artist on-site, Taylor
St. Tattoo, while others kicked back and played video-games courtesy of Redbull
– Rock the Vote was on-site conducting interviews with everyone from Miike Snow to Toro Y Moi about the
importance of political awareness and voter registration
– GUESS Accessories was also present and were gifting their signature sunglasses to guests like Rose McGowan
– Artists and VIPs that came through were invited to receive exclusive gifting in the Motorola suite, where they
could test out the brand-new Motorola products
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THINKING AHEAD TO 2013 Timing
– Allow 2 – 3 months build out for activation on-site and online
Social Integrations
– Consider incorporating other social media platforms (ie: having an Instagrammer on-site to represent the brand and
gather content)
– Use incentives to encourage consumers to engage with social media
• Example: Hyundai Remix Lab at the Hard Rock Hotel asked consumers to sign up via Facebook to receive a wrist band to get into
their exclusive after party and enter sweepstakes
Upcoming Music Festivals
– Create a program with an over-arching music message by participating in other music festivals such as Coachella,
Bonnaroo, CMA, etc.
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LOLLAPALOOZA 2012 HEADLINERS
Red Hot Chili Peppers The Black Keys Black Sabbath Jack White
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LOLLAPALOOZA BANDS TO WATCH
fun. Little Dragon LP Alabama Shakes
From:
New York City
Sounds Like:
Queen meets Panic! At the Disco
How You Know Them:
“We Are Young” featured in
Chevrolet commercial
From:
Gothenburg
Sounds Like:
Prince meets Erykah Badu
Where You’ll See Them Next:
In the studio writing
for next album
From:
New York City
Sounds Like:
Chrissy Hynde meets Katy Perry
meets Mariah Carey
How You Know Her:
That Citi commercial as a rock
climber ascended a 400-foot
sandstone tower
From:
Athens, Alabama
Sounds Like:
Big Brother and the Holding
Company meets Janis Joplin
Where You’ll See Them Next:
On tour through January
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CHICAGO BLOGGERS TO WATCH
Chicago Street Style
– Amy Creyer is the blogger and
photographer behind
ChicagoStreetStyle.com, a
personal style and street-style
blog.
– UMV: 1,045
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CHICAGO BLOGGERS TO WATCH
Afrobella
– Afrobella® is also known as
Patrice Grell Yursik, a reformed
tomboy from Trinidad who now
lives in downtown Chicago.
– UMV: 13,240
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TOP MUSIC BLOGS
AV Club
– www.avclub.com
– The A.V. Club is an entertainment
newspaper and website published
by The Onion. It appears in the
print editions of The Onion
– UMV: 286,296
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TOP MUSIC BLOGS
Idolator
– www.idolator.com
– Idolator is the leading independent
site devoted to pop music — the
fans, the hits and the hitmakers of
today and tomorrow. Passionate,
critical and comprehensive, Idolator
delivers breaking news and
analysis, authoritative reviews,
interviews, photo galleries, live
music coverage and the latest
songs, music videos and more.
– UMV: 165,764
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THANK YOU!
If you’d like to discuss in more detail or find out how to be
involved in Lollapalooza 2013, please contact:
Sloane Davidson
SVP, Digital Marketing and Social Media
@sloane
