Toyota held the '25th Hour' private concert to celebrate the 25th anniversary of the Lollapalooza festival, which took place from 29-31 July.
The pop-up event featured Grammy-nominated recording artist Leon Bridges and Outkast rapper Big Boi and Toyota provided a fleet of cars for safe rides home.
The event was the culmination of Toyota’s presence at Lollapalooza. The automotive brand had also created The Toyota Music experience, an interactive area featuring an array of vehicles and music-inspired activities at the Toyota Music Den, a special stage for up-and-coming artists to performing short sets.
Toyota ambassadors, which included a social media photgrapher, an actress and a dance act, documented their experiences through an immersive 360-degree video and a photo series titled Becoming Lolla. This project aimed to narrate the history of Lollapalooza from its inception through to the 25th Hour.
Toyota brought back an interactive art installation, an ongoing partnership with VH1 Save the Music Foundation, which it has used at several festivals in the US throughout 2016. The art piece invites festival-goers and artists to write their answer to: "What Does Music Mean to You?" People could share their answers via social media using #ToyotaGiving. At the end of the festival run, grants will be presented to three schools in the Chicago area to help support musical education.
Florence Drakton, social media marketing manager of Toyota, said: "What better way to celebrate Lollapalooza’s 25th year than by adding an extra hour of music with an amazing talent like Leon Bridges. We used Snapchat filters in a unique way to invite guests to our pop-up concert - ones who share Toyota’s same passion for music."
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