The 25th annual Lallapalooza music festival rocked Chicago last weekend, and Toyota treated music fans to a special treat. An exclusive, pop-up concert was accessible only to Lollapalooza festival-goers who used Toyota’s limited-time “golden ticket” Snapchat geo-filter. Toyota’s “25th Hour” surprise concert featured performances by Grammy-nominated recording artist, Leon Bridges and Outkast rapper, Big Boi.
“What better way to celebrate Lollapalooza’s 25th year than by adding an extra hour of music with an amazing talent like Leon Bridges,” said Florence Drakton, social media marketing manager for Toyota. “We used Snapchat filters in a unique way to invite guests to our pop-up concert—ones who share Toyota’s same passion for music.”
Toyota’s interactive on-site activation marks the first instance of a Snapchat geo-filter being used to qualify entrance for an event. The private concert, hosted at Venue SIX10 and featuring a fleet of Toyotas for safe rides home was all part of The Toyota Music experience—an interactive engagement featuring an array of vehicles, activities and a music stage for live performances.
Toyota also featured an interactive installation as part of an ongoing partnership with VH1 Save the Music. The art piece invites festival-goers and artists to write what music means to them. Those who participated during the festival were able to share via social media using #ToyotaGiving to show their support. At the end of the festival run, grants were presented to three schools in the Chicago area.
Lollapalooza is the fifth installment of the 2016 Toyota Music experience. The interactive on-site activation first launched at the Stagecoach festival in April and continued at the Country 500, Sasquatch and Firefly Music festivals, leading up to Lollapalooza this past weekend. It will culminate at the Voodoo Music + Arts Experience in New Orleans in October.