Lollapalooza Gets XBox's Addiction

Lollapalooza Gets XBox's Addiction

If anyone had any doubts as to which group of individuals Microsoft targets with its XBox this latest sponsorship deals should put them to rest. Microsoft's pot of gold is the young adult category. That, most frowned upon, group of future credit card holders is the way MS has decided to enter as many homes as is possible. By nurturing a generation with its console MS expects to become a necessary part of every home in the next decade, hopefully with the provision of services as well as gaming. What better way to entice its target group then by associating itself with the revival of an event which attracts young adults from all over the U.S. and even from abroad.
Mixing today's hottest music with the cultural phenomenon of gaming, Microsoft Corp. and Lollapalooza announced that Xbox will be the presenting sponsor for the upcoming summer tour. Lollapalooza, on hiatus since its last tour in 1997, will hit the road starting in Grand Rapids, Mich., at the Ionia County Fairgrounds on July 3 and continue with more than 30 dates throughout the country. This marks one of Xbox's largest sponsorship deals since the gaming console launched 17 months ago.

Tapping into the much sought-after and trend-setting Generation Y, Lollapalooza and Xbox will join forces to host festival activities and play the band opportunities. Both Lollapalooza and Xbox draw on the same key audience of 16--24 year-olds (Gen Y), making the Xbox sponsorship and strong presence at Lollapalooza venues an added value to the festival experience.

Video games and music are intrinsically linked, making this an ideal sponsorship, said Michael Kassan, the entertainment media expert who brought the transaction together. And we know Xbox is a brand Lollapalooza fans want to get their hands on -- now they can.

Gaming competitions, contests and free playtime will be hosted at each Lollapalooza event in a centrally located GameRiot pavilion, featuring activities for everyone from casual to hard-core gamers. Concertgoers will be invited to test Xbox games and services during each daylong show.

I love a challenge, and while we're on the road, I get off on Xbox, said Perry Farrell, co-owner and mastermind of Lollapalooza, as well as frontman for touring band Jane's Addiction. We are practicing our music for the tour and our video gaming skills for tournament.

Lollapalooza is known as the nation's leading lifestyle concert tour. Launched in 1991 by Farrell, Lollapalooza showcased such bands as Jane's Addiction, Pearl Jam, Rage Against the Machine, Smashing Pumpkins, Metallica and Snoop Dogg. This year's lineup again includes today's most popular modern rock and hip-hop bands, including Jane's Addiction, Audioslave, Incubus, Queens of the Stone Age, A Perfect Circle, Jurassic 5 and The Donnas.

Knowing how closely the Lollapalooza and Xbox audiences mirror each other, we jumped at the opportunity to be a presenting sponsor with the tour, and provide fans with the combination of technology and entertainment that is sweeping the nation, said Mitch Koch, corporate vice president of marketing for Xbox at Microsoft. We couldn't be more excited to be a part of everything Lollapalooza symbolizes.

The sponsorship package includes presented by Xbox printed in all Lollapalooza references, the Xbox logo prominently placed on all advertising, tickets and materials, inclusion in radio promotions, and a huge presence at concerts.