Transcript of "Lollapalooza 2012 Consumer Brand Activations"
LOLLAPALOOZA 2012 ACTIVATION RECAP Sloane Davidson Phone: 212.598.4400 ext.277 Senior Vice President, Digital Marketing firstname.lastname@example.org 215 Park Avenue South, 16th Floor Twitter: @sloane New York, NY 100031 www.lippetaylor.com
OVERVIEW What started as a touring music festival in 1991 by Janes 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, #perrys2
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 doesnt allow any sponsored stages. – The festival has massive attendance, as last years Lolla was 2011s most- attended festival with a record 270,000 attendees (and the years second highest-grossing festival in terms of ticket sales, next to Coachella.)3
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 bag4
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 upgrades5
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-repeat6
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 products7
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.8
LOLLAPALOOZA 2012 HEADLINERS Red Hot Chili Peppers The Black Keys Black Sabbath Jack White9
LOLLAPALOOZA BANDS TO WATCH fun. Little Dragon LP Alabama Shakes From: From: From: From: New York City Athens, Alabama New York City Gothenburg Sounds Like: Sounds Like: Sounds Like: Sounds Like: Chrissy Hynde meets Katy Perry Big Brother and the Holding Queen meets Panic! At the Disco Prince meets Erykah Badu meets Mariah Carey Company meets Janis Joplin How You Know Them: Where You’ll See Them Next: How You Know Her: Where You’ll See Them Next: “We Are Young” featured in In the studio writing That Citi commercial as a rock On tour through January Chevrolet commercial for next album climber ascended a 400-foot10 sandstone tower
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: 1,04511
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: 13,24012
TOP MUSIC BLOGS AV Club – www.avclub.com – The A.V. Club is an entertainmen newspaper and website publishe by The Onion. It appears in the print editions of The Onion – UMV: 286,29613
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: 165,76414
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 email@example.com @sloane15
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