Festival Season
During the three days of Lollapalooza Chile, Paris positioned itself as a “festival friend”: present, fun and always connected with the audience's real experience. A real-time content strategy, with a contest and pieces for TikTok and Instagram, to strengthen the emotional connection between Paris and its audience through a shared passion for music.
“Your festival friends.”
Overview
The goal: strengthen the emotional connection between Paris and its audience through a unique experience that celebrated the fans' passion for music.
Paris arrived at Lollapalooza Chile with its own Ferris wheel in the middle of the festival. The challenge was for the content to feel part of the moment rather than advertising, from before the festival to the last day.
Execution
CODE F.Y.P.
A contest to open the conversation: interviews and content shot at Paris Lab inviting people to join through the comments, and a results piece that put the audience back at the center.
BEFORE AND DURING THE FESTIVAL
TikTok content ahead of Lolla to build anticipation, and from day one Instagram reels and TikTok videos shot at the festival, with interviews with the public and the brand's influencers.
DAYS 2 AND 3: WE PRIORITIZED THE MESSAGE
The strategy was to sustain and generate content, reminding people of the contest. We combined and published content strategically: TikTok trends, viral Instagram audios and long-form content with interviews.
On the last day we mixed the different touchpoints with people, and set ourselves apart by not focusing only on repost content. We included digital marketing, brand strategy and creative design.
The three days on film
From the contest to the last day: the content Paris shared from Lollapalooza Chile.
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