Free Rides, Compliments of vitaminwater

Person scans vitaminwater card to enter Chicago station

Offering a free ride home to connect with concertgoers

Campaign Objective

vitaminwater wanted to create a meaningful connection with the throngs of attendees at Lollapalooza, a premier music festival and one of Chicago’s most popular events.

Our Solution

Intersection created a dynamic out-of-home campaign that drove association with the festival, enabling vitaminwater to take over key areas surrounding Lollapalooza’s location, including a station domination at Lake Red, one of the music festival’s main exit/entrance stations. To resonate with the party atmosphere, vitaminwater also ensured everyone got home safely by providing thousands of branded Chicago Transit Authority (CTA) farecardsoffering a free trip courtesy of vitaminwaterto increase brand love.

The Impact

  • 38.9MM

    Campaign-generated impressions

  • 31.4%

    Reach over a 4-week period

  • 3,000

    Farecards exchanged for free ride

Geopath, Intersection

Vitaminwater offered free subway rides in Chicago's CTA
Representatives pass out vitaminwater farecards to CTA commuters
Representative hands out vitaminwater promotion