How Marketers at Music Fests Are Engaging Fans on Site and Online

Using new tech, new tricks

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Those tickets to Lollapalooza weren't cheap, and they didn't even come with red carpet-style perks that could help turn the upcoming Chicago show with Metallica and Paul McCartney into a cushy, content-rich VIP experience.

Bud Light empathizes, festival fans.

Unpacking its "most immersive digital toolkit" ever, its executives say, the sponsor will provide fast passes, backstage tours, exclusive downloads, photos with artists, free swag and other royal treatment to concertgoers who opt into its geofencing and proximity marketing.

7Up's EDC fan photos on Tumblr

The Anheuser-Busch brand is one of many marketers using this season's crop of high-traffic music festivals like Stagecoach, Bonnaroo, HARD Summer and Rock in Rio to engage with coveted millennials.

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