For the third year, GNF designed and directed Maestro Dobel® Tequila’s experiential programs at the Lollapalooza Festival in Chicago. With nearly 250,000 people attending in its unique urban setting in downtown Chicago’s Grant Park, it offers the perfect opportunity to reach the Dobel target.
For the first time, GNF activated an experiential event in the General Admission area for Dobel to engage with thousands of attendees. Leveraging the brand positioning of blending Extra-Añejo, Añejo and Reposado Tequila to create the unique character and smoothness of Dobel Diamante Tequila, GNF created the “Perfect Blend of Artistry and Mastery” Artist Wall. We brought in four well known mural artists from around the world and over the four days each artist painted on a life-sized Dobel-branded canvas in their own unique style. Thousands of photos were taken of them at work and social media spread the word and garnered exposure for the Dobel brand.
In addition to the Artists Wall, Dobel entertained and engaged festival comers in the VIP section. Attendees were served their choice of any three delicious Dobel specialty-cocktails, while having the opportunity to partake in karaoke or listen to and interact with the DJ.
Each artist also custom painted an electric guitar that could be won by people in the VIP area who entered the sweepstakes.
Everyone had a great time celebrating Chicago’s music and art with Dobel Tequila. We can’t wait to see you next year at Lollapalooza 2018.
Check out these photos from the event: