Coke Studio takeover at Lollapalooza Brazil through an immersive activation engaging Gen Z with music, prizes, and real-time experiences to amplify Coca-Cola’s cultural impact.
Music makes the heart of Gen Z beat faster—and Coca-Cola knows it.
In 2025, the brand decided to become the most striking beat of Lollapalooza Brazil. More than setting up a branded area, the objective was to occupy the festival as a whole, accompanying fans before, during and after the shows.
The project aimed to recruit new consumers by turning Coca-Cola into a cultural reference point inside Lolla. The key goal was to capture a relevant number of qualified registrations, build a continuous CRM base, and strengthen Coca-Cola’s role in the lives of music fans, ensuring the brand was not only seen but also desired and actively engaged with throughout the festival journey.
The creative idea was inspired by the multiplicity of points of view (POV) that make festivals unique. Coca-Cola materialized this concept through an immersive Coke Studio space built with reflective and permeable structures that multiplied perspectives and transformed movement into design.
Innovation came from reimagining a common festival item—the cup—into a media and engagement tool. Through QR codes, every sip became an entry point to exclusive prizes like Instax cameras, backstage passes, and customized straps.
Unlike the traditional “register and wait” model, communication, participation, reward, and redemption all happened in real time, creating a dynamic flow of people to the Coke Studio. The result was an original activation that broke sponsorship boundaries and resonated both on-site and online.
