Lollapalooza - Crowbar Awards Submission
The True Fan Festival
Phase 1:
Album-cover-style OOH publicly calling out the fakers, posers, and performative influencers who come to festivals for all the wrong reasons.
Phase 2:
Other music festivals like Coachella are known to be influencer traps, described as soulless and sanitized, and overcrowded with fake fans and people just there to take pictures and say “they're the headliners' biggest fan” after listening to their most popular song once; and true music fans are sick of this performative, fake culture.
Music festivals should be for the true fans, not the posers.
After weeding out the fakers, it’s time to put the real ones to the test with our True Fan Test billboards. Placed in areas where consumers have time to kill - bus stops, train stations, airports - we give them something to prove.
Phase 4:
QR codes on each billboard bring fans to a website where they can submit their answers
Phase 2:
These activations attract the fans who actually care enough to engage. Fake fans scroll past. Real fans stop and prove it. But one question won’t separate fans from fakers. So we’re taking the test off the street, and making it unavoidable, with the True Fan Train, a fully wrapped Chicago Transit Authority experience that turns every ride into a continuous fan test.
The True Fan Test won’t just stay in physical spaces. It becomes something people can experience in real time. In collaboration with “Billy on the Street”, we're taking over city streets and social feeds. Billy hits the streets disguised as the LollaPal, quizzing fans with True Fan Test questions.
Phase 5:
To deepen Lollapalooza’s focus on authentic fan connection, we’re launching True Fan Secret Shows ahead of the festival. In the weeks leading up to Lollapalooza, select artists host intimate pre-festival performances for their most dedicated listeners. Through a partnership with Spotify, access is rewarded to fans within the top .05% to .01% of listeners via email.
