At Chicago’s Lollapalooza music festival held in Grant Park Aug. 1-3 title sponsor AT&T activated with an interactive experience showcasing its products and was the wireless sponsor of Mindfield an area designed to enhance the concert experience with interactive games and activities.
AT&T’S 40-by-40-foot tent showcased the company’s products and services with a focus on wireless high-speed internet and satellite tv. Attendees could watch AT&T Blue Room webcasts on plasma tvs as well as AT&T Dish Network programming. Other elements included a My Media Net kiosk where they could add custom content to their Media Net page; an AT&T music booth where they could preview ring tones and check out music-focused handset devices; a cell phone charging station; laptops; VDNA phones for free long-distance calls and PS3 gaming stations using AT&T broadband technology.
In addition via live polling within the tent and on AT&T Blue Room participants answered questions throughout the day as the results streamed live. Festivalgoers were able to submit questions and have them displayed and answered on-site and on attblueroom.com.
As part of its Mindfield sponsorship AT&T offered text alerts with late-breaking concert news insider information and sponsor freebies. Text alerts were branded with with the Blue Room microsite address. In addition five Lolla SpyderTags were placed around the park as part of a scavenger hunt in which fans received clues to the tags’ locations via SMS. Fans snapped pictures of the tags and texted them to a Mindfield shortcode to be entered to win prizes.
“It starts with our chairman’s mission statement to connect people with their world and do it better than anyone else ” Bill Moseley senior marketing manager of sponsorships at AT&T told Buzz. “We firmly believe we make Lollapalooza and the music festivals we attend better with our technology. This is a great opportunity for us to show music fans and consumers in general that our technology adds value to all the experiences that they want to engage in.” Agency: The Marketing Arm Dallas.