Between sets, some 100,000 guests per day traversed the steamy, sunny festival grounds in Grant Park.Photo: Taylor Regulski for Lollapalooza 2024
CHICAGO—C3 Presents’ Lollapalooza celebrated its 20th anniversary in Chicago this year, and music fans—and a variety of brands—showed up ready to rock. The 2024 music festival featured an instantly iconic set from Chappell Roan, who drew what’s said to be the largest crowd of any Lollapalooza set ever. Other buzzy acts included Megan Thee Stallion, SZA, and Hozier. Between sets, some 100,000 guests per day traversed the steamy, sunny festival grounds in Grant Park, stopping for snacks, water bottle refills, and enticing brand activations along the way.
“This year, Lollapalooza truly became the Super Bowl of branded experiences,” says Maureen Ford, president of national and festival sales at Live Nation, C3’s parent company. “Over 20 brands elevated the weekend's magic and excitement for fans, spanning fashion, beauty, food, beverages, and transportation.” Brand activations represented Dunkin’, Coca-Cola, Tic Tac, Ulta, Tree Hut, T-Mobile, Uber One, and more—and, much like Roan, the brands went big.
“Brands are stepping up their game year after year at Lollapalooza, whether new or returning,” Ford remarks. “With two-thirds of our fans saying live music events are among 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 spike in brands providing cushy concert-viewing experiences for fans. “Whether it's through elevated viewing platforms at the Chase Sapphire Lounge or T-Mobile’s Club Magenta, brands are giving their customers better spots to see their favorite artists,” Ford says.
Singer Chappell Roan had a star turn at the music festival, drawing a historically large crowd for a daytime set—and what might be the largest crowd for any Lollapalooza set ever, according to CNN.Photo: Pooneh Ghana for Lollapalooza 2024
Additionally, “Lots of brands are leaning into entertainment and blending it with engagement seamlessly, like … Coca-Cola’s roller ring experience, which incorporated live DJs throughout the weekend and surprise artist performances.” Ford adds that “comfort and convenience” continue to trend in brand marketing at Lollapalooza—for example, Uber One hosted a lounge with complimentary Wi-Fi and refreshments from local Uber Eats merchants.
“This elevated experience, when fans want it most, drives brand loyalty, as fans appreciate these thoughtful touches that enhance the festival experience,” Ford says. Finally, “We also saw a rise in brands leaning into scent marketing at Lollapalooza, with brands like Tree Hut using scented bubbles at its activation to promote its new scented body scrubs, and Liquid Death pumping ‘Oud de Soul’ throughout its Country Club to further enhance the memory-making experience.”
Overall, Ford stresses, brands are recognizing the impact they can have by activating at cultural touchstones such as this juggernaut music festival.
“As more brands embrace experiential marketing, festivals like Lollapalooza are exciting cultural bridges where they can connect with their target audiences during the joyful moments that matter most,” she says. “The key challenge at Lollapalooza is also what makes it an incredible opportunity for brands: the ability to reach 400,000 influential, excited fans all in one place for an entire weekend. Managing this incredible scale while seamlessly standing out and fitting into the festival’s vibrant atmosphere is complex and requires meticulous planning. However, Lolla is a well-executed event that just celebrated its 20th anniversary. This year shows how every brand, no matter what industry or category, is truly set up to succeed.”
Keep scrolling to peek inside the joyful, musical, and deliciously scented brand activations from Lollapalooza’s unforgettable 2024 iteration...
“Tree Hut was thrilled to partner with Lollapalooza and bring to life top self-care trends in an experiential and unique way for a new generation,” says Tree Hut's associate director of marketing Hazel Smith. “By merging the lively atmosphere of music culture with the indulgent world of body care, we aimed to immerse festivalgoers into a sensory oasis filled with vibrant colors, captivating scents, and luxurious textures. At Tree Hut, we see how music plays a huge role in self-care and daily routines, with many of our fans building the perfect playlist for their ‘Get Ready With Me’ moments. Our goal was to show attendees that the self-care trend isn't just a solitary, occasional practice; it can be a fun, energizing, and essential part of any adventure, transforming the practice of self-care from a chore into a daily celebration. The energy, excitement, and iconic nature of Lollapalooza provided the perfect platform to reach a passionate audience and introduce them to a new way to remix their routines.”
