Coca-Cola is set to enhance the experience at the upcoming 2025 Lollapalooza festival, scheduled for July 31 to August 3 in Grant Park, Chicago. Following the success of last year’s event, which featured a vibrant mini roller rink known as the Coke Studio Roller Ring, festival-goers will once again have the chance to lace up their skates and enjoy skating to the beats of a live DJ.
The Coke Studio Roller Ring proved to be a significant draw at Lollapalooza 2024, allowing fans to enjoy the thrill of roller skating while offering a refreshing spot to cool off with Coca-Cola drinks. Adjacent to the picturesque Buckingham Fountain, this unique activation garnered considerable attention and became a popular background for memorable festival photos.
As part of the experience, attendees can relax at the Coca-Cola Chill Lounge, equipped with comfortable seating, shade, and phone charging stations. Additionally, a roaming photographer will capture the joyful moments throughout the festival.
Sam Elkin, Director of Brand Partnerships at C3 Presents, remarked that the Roller Ring was a key attraction for Coca-Cola and highlighted the successful partnership between the beverage giant and Lollapalooza. Research from last year indicated that participants who visited the Coca-Cola Roller Ring were 67 percent more likely to develop a love for the brand, with 75 percent expressing a higher intent to purchase Coca-Cola in the future. Furthermore, 85 percent of fans who engaged with Coca-Cola’s festival content expressed increased interest in the brand.
This continued collaboration underscores Coca-Cola’s commitment to providing engaging experiences that resonate with festival attendees, contributing to a fun and memorable atmosphere at Lollapalooza.
Overall, the return of the Coke Studio Roller Ring promises another exciting addition to the 2025 festival, fostering a vibrant community spirit while reinforcing Coca-Cola’s presence in festival culture.