Bacardi has expanded its presence beyond the gates of this weekend’s Lollapalooza festival in the US to include on-air marketing activity.
The family-owned spirits company has installed its ‘Casa Bacardi’ pop-up at the festival, which is taking place this weekend in Chicago’s Grant Park. The two-storey unit will be serving cocktails, putting on live performances and hosting “immersive experiences inspired by the brand’s Caribbean heritage”.
Throughout the four-day festival, Bacardi will also be taking part in the Lollapalooza livestream, aired on Disney+ and Hulu in the US and on Disney+ in “select markets internationally”. Staff will film inside Casa Bacardi for four segments between now and 2 August: Behind the Casa, DJ Sound of Rum, Small Biz Showcase and Meet Me at Casa Bacardi.
“Fans today want more than just a front-row seat – they want access,” said Disney Advertising VP of entertainment & streaming solutions John Campbell. “With Bacardi, we’re extending the Lollapalooza experience beyond Grant Park through exclusive content on Disney+ and Hulu, giving audiences a behind-the-scenes look at Casa Bacardi and creating new ways to connect with the music, culture and energy of the festival.”
Elsewhere at the festival, Bacardi has erected two-storey unit ‘Hacienda Patrón’ for the Patrón tequila mark. The brand’s presence is part of a “multi-year” marketing partnership for the Patrón stable with several US music festivals.
The America division of Campari Group has also paid for branded space at this year’s Lollapalooza festival, including an on-site activation for Aperol.
