Lollapalooza returned to Chicago's Grant Park for its 21st year, drawing roughly 115,000 fans a day to see headliners including Charli XCX, Jennie, The Smashing Pumpkins, and Lorde. Alongside the music, brands including Motorola, Neutrogena, Listerine, Bubba, Coca-Cola, Burberry, Comfort Colors, and Dunkin' built out activations ranging from a Ferris-wheel-style ride to a roller rink to a silent disco built around mouthwash.
Live Nation's VP of experiential sponsorship framed the shift as brands moving from logos to 'experiences,' citing custom water bottle charms and touch-up stations as proof fans 'genuinely value' the offerings. Guests could get their faces jeweled in Listerine blue, airbrush a Comfort Colors shirt, or sample Dunkin's Cherry Lime Rickey between sets.
The full dispatch is available from the source below.