20 Must-See Brand Activations at Lollapalooza’s 20th Chicago Festival

08.14.24

Lollapalooza Chicago celebrated its 20th anniversary with 20+ of the biggest brands globally. With over 400,000 fans and a stellar line-up, brands did not miss a beat and delivered one-of-a-kind experiences for fans onsite and beyond to enjoy.

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“Brands are stepping up their game year after year at Lollapalooza, whether new or returning. Over 20 brands elevated the weekend's magic and excitement for fans, spanning fashion, beauty, food, beverages, and transportation.”

Maureen Ford, President of National and Festival Sales

With multiple industry-leading brands onsite at Lollapalooza, explore 20 standout experiences—from Coca-Cola’s Roller Ring to Liquid Death’s Country Club—and see how each brand brought something special to the festival.

American Apparel

The American Apparel Tee Lab allowed fans to create their own custom festival merch! With multiple custom-printed designs and patches to choose from, this special experience gave fans a piece of the festival that they could take home and have for a lifetime.

Bacardi

With high-energy DJs, specialty cocktails, and an all-day and night dancefloor, CASA BACARDÍ was the ultimate party within the party where you could do what moves you. Plus, it’s located right next to the BACARDÍ stage, so you’re always close to the show.

Bud Light

The Bud Light Backyard was buzzing with live music, cold drinks, and free koozies – keeping the dance floor packed all weekend!

chargeFUZE

chargeFUZE stations kept fans powered up at Lollapalooza with portable chargers available across the festival grounds — with Chase cardholders getting unlimited free charging all weekend!

Coca-Cola

Lace-up your skates and get ready to roll with Coca-Cola! Fans could take a few laps with an ice-cold Coke while enjoying a live DJ or surprise artist performance.

Dunkin’

The House of Dunkin’ rocked Lollapalooza with iced coffee and top-notch views. Fans enjoyed a double-decker experience featuring an aura photo booth, airbrush tattoos, custom bracelet-making and a glam station.

GOLDTOE

Fans rocked their socks off with a unique experience for Goldtoe’s 90th anniversary! Festival goers could customize their own socks and win amazing giveaways throughout the weekend to keep them on their toes.

Hendrick’s Gin

Hendrick’s made a spectacular return to Lollapalooza with a jaw-dropping three-story activation in the GA liquor garden. Festival-goers savored inventive cocktails and scored exclusive premiums to elevate their festival adventure.

Hennessy

The Hennessy High Line pop-up put the brand’s twist on summer fun with exciting new takes on classic cocktails such as the Hennessy Summer and Margarita. Fans could grab a drink as they celebrated Lollapalooza’s 20th anniversary in Chicago.

Hulu

Couldn’t make it to the festival? Hulu provided fans at home with a front row seat to all of their favorite artist performances from their couch.

Reagan Feeney, SVP, Live TV Content Programming and Partnerships at Hulu said it best: “For the fourth consecutive year, Hulu is proud to be the Official Streaming Destination for Lollapalooza. By streaming performances from some of the biggest names in music throughout the weekend, Hulu offers fans an unparalleled experience and a front-row seat to the festival, no matter where they are. And upcoming, we can’t wait for viewers to stream more live music festivals, like Austin City Limits Music Festival this October.”

IHG Hotels

IHG Hotels & Resorts kicked off Lollapalooza with an exclusive social at the Kimpton Gray Hotel. All weekend, fans enjoyed performances on the IHG® stage, while IHG® One Rewards members scored VIP experiences, including on-stage photo ops and access to the private Hospitality Lounge.

Liquid Death

Fans could swing by the Liquid Death Country Club, but only if they dared to sell their soul! The innovative canned-water brand provided a tongue-in-cheek experience where fans could enjoy a complimentary Liquid Death beverage, airbrush tattoos, a live string quartet, Horrorscope readings and more.

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"As a brand, we’re always looking for opportunities to connect with consumers during peak hydration need states, and nothing fits the bill for that quite like a music festival in Chicago in August."

Stacey Andrade-Wells, Chief Marketing Officer at Liquid I.V.

Liquid I.V.

Liquid I.V. embraced its “tear pour live more” motto and kept fans feeling refreshed in between sets at its Hydration Haven with new flavor samples and specialty slushies.

M&Ms

The M&M’s® Sweet Tour brought colorful fun to Lollapalooza with tasty samples, a photo booth, and chances to win custom bucket hats and tees featuring M&M’s logo and characters.

Snap

From behind-the-scenes footage to Lollapalooza-themed Bitmoji merch, SnapNation gave fans onsite and beyond a front-row seat to all the action at Lollapalooza.

Tic Tac

Fans tasted classic and new Tic Tac flavors while making friendship bracelets with Tic Tac-inspired beads, adding a creative touch to their festival fun.

T-Mobile

T-Mobile stole the show at Lollapalooza with their T-Mobile Stage and Club Magenta, the festival’s unofficial “Pink Pony Club.” With a prime viewing deck, charging stations, a private bar, and a claw machine for premium prizes, they kept the energy high and everyone connected.

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"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."

Hazel Smith, Associate Director of Marketing, Tree Hut

Tree Hut

Tree Hut pampered fans all weekend at its Self-Care Studio featuring new body scrubs, butters, and sprays for everyone to try. Fans could even get their arm marbled to add a pop of color to their Lollapalooza outfit.

Uber

“As Lollapalooza welcomes more than 400,000 fans during the height of the summer, our goal was to welcome members into a chic beach club oasis that could provide a bit of refuge from the excitement of the festival,” said Molly Spychalski, Head of Global Brand Partnership Marketing, Uber. “We built out a beautiful lounge complete with an open air patio, luxe seating, delicious bites, exclusive merch, and more.”

Ulta

Ulta brought the Joy Project to life for the first time ever at a music festival, debuting right in their hometown of Chicago. At Ulta’s House of Joy experience, fans got the ultimate glow up with complementary hair tinseling, temporary hair color and a glow bar to keep them looking radiant all weekend. Ulta Beauty Reward Members also received exclusive, customizable makeup bags with goodies from their favorite brands.