Lollapalooza 2016: Which Side are you on?
Which side tastes better: A Left Twix or a Right Twix? Or at the end of the day, is it exactly the same? Twix was looking for a way to amplify the experience at the 2016 Lollapalooza pre-party. And as something that started off as simply a joke, turned into a reality with only six weeks to get this program to come to life, and I can tell you it sure did.
Creating two different passage ways at the Hard Rock Hotel in Chicago, IL, we gave fans the opportunity to not only watch the experience, but also be a part of it. Festival goers and special guests took the Twix quiz to see which side they were on, and whichever side they were associated with, they would walk through their own immersive tunnel. Using either #LeftTwix or #RightTwix with amplifying technology, there were competitions, prizes, photo opportunities, and a lot of Twix candy to take home. At the end of the passageway the photo that was hashtagged in the beginning was printed out on a custom polaroid of which side they were associated with, as a take-home gift. And once you were out, everyone ended up in the middle of a music venue where a concert was performed.
• Client: Mars Candy (Twix)
• Agency: Culture COLLiDE and EventsTag
• Press: QRO
• Photo Credit: iPhone
