Lollapalooza – The Good and The Bad

Author: Jon Maurice (5 Articles)

Exec. Creative Director: lover of hot rods, pop culture, and American literature | Food Network junkie

We attended Lolla last week to see some music and catch a quality contact buzz – mission accomplished. We also attended as students of the industry, eager to observe what brands brands were doing to activate their sponsorships. Typically, there were the brands that are aware that Lolla is a young, hip music focused event and then there are the brands that come off like mom chaperoning at a high school dance.

The Good – Adidas
Adidas had a couple of really engaging experiences. Concertgoers were invited to design a pair of shoes on a custom Mac for  Lolla performers: Kings of Leon, A-Trak or Kid Cudi. The artists chose the winners and both the designer and artist were given a pair of the custom shoes. How cool.

Lollapalooza - Custom Adidas

There was also a VW van set up to showcase shoes. You could check out all the classic sneakers, get product info and also get you photo taken next to the VW. A Photo Card was given out which directed to a URL where you could upload your photo after submitting some info – can you say data capture.

Lollapalooza - Adidas VW

Finally, Adidas had a marker board filled with classic sneaker illustrations. Consumers were invited to color in the illustration and ultimately create a piece of community created artwork  – can you find the oh-so-clever obscenities.

Lollapalooza - Adidas Marker Board

The Bad – Energizer
Energizer put a couple of frightened girls in oversized, pink, Hanes Beefy Ts out in front of the main entrance. They handed out free battery powered phone chargers – how useful. The girls had no battery-powered chargers for the #1 selling phone on the planet earth – how sad.

Lollapalooza - Energizer