# Lollapalooza's Biggest Brand Activations: From Vodka Seltzers to a Coca-Cola Roller Rink

Lollapalooza hosted major brand activations this year, including Nütrl vodka seltzer lounges and a Coca-Cola roller rink. These immersive setups show how marketers are increasingly using music festivals to engage directly with consumers. The trend highlights the growing commercial side of live events.

**Importance:** 2/5

## Sources

### Entertainment
- [Variety](https://variety.com/2026/shopping/news/lollapalooza-sponsors-activations-giveaways-merch-1236825616/) — Sat, 01 Aug 2026 17:02:01 +0000