AExME at Lollapalooza

July 2019
Experiential Activation
Chicago, IL
5,000 - 20,000 Attendees
American Eagle’s #AExME campaign stands for freedom, individuality and difference. For the expressive youth, music festivals are the ultimate creative playground. MKTG was inspired by the phenomenon of synesthesia - an inter-sensory connection to music through emotions as words and/or colors. From this idea, the #AExME festival experience was born. Upon entering the space, kids were asked how music makes them feel. Translating their emotion responses to color, kids were directed to one of 4 corresponding uniquely designed Grammable rooms for unique offerings to “complete their festival look”. Upon exit, all guests received a clear fanny pack accented in their mood’s color. Special perks await loyalty members on the roof deck - fanny pack personalization station w/ tassels, patches and gemstones, aura readings, free Wifi, charging stations, pop-up musical performances, and gift cards. Special for Lolla, American Eagle surprised select Loyalty members w/ special access to their AE Side Stage lounge backstage at the American Eagle Stage which included on stage access to watch their favorite performers. And that was not all - as a highlight for the weekend, 10 Loyalty members were surprised w/ once in a lifetime passes to meet Lil Wayne backstage after his performance as a celebration of his new Young Money x AE collaboration. The Lolla experience drew more than 4,500 guests over the 4 days, and enrolled more new AEO Connected members on day 1 compared to all of Lolla in 2018.
Event Team
Agencies & Vendors
  • Experiential Agency
    Multiple locations

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