vitaminwater
Free Rides, Compliments of vitaminwater

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.

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) farecards—offering a free trip courtesy of vitaminwater—to increase brand love.