{"id":6965,"date":"2026-04-01T16:46:23","date_gmt":"2026-04-01T19:46:23","guid":{"rendered":"https:\/\/atenas.ag\/?p=6965"},"modified":"2026-04-23T18:01:00","modified_gmt":"2026-04-23T21:01:00","slug":"no-lollabr-o-intervalo-virou-o-palco-mais-disputado-pelas-marcas","status":"publish","type":"post","link":"https:\/\/atenas.ag\/en\/no-lollabr-o-intervalo-virou-o-palco-mais-disputado-pelas-marcas\/","title":{"rendered":"At Lollapalooza, Intermission Has Become the Most Competitive Stage for Brands"},"content":{"rendered":"

By Denise Garrido, CEO & Founder, ATENAS.ag<\/strong><\/p>\n

During Lollapalooza 2026, I had the opportunity to take part in an important discussion in an interview for the profile of EXAME on Instagram<\/a>: What role should brands play within festival experiences, particularly for a Generation Z audience that relates to consumption, attention and value in fundamentally different ways?<\/p>\n

We've seen a growing discussion around the idea that Gen Z increasingly values utility-driven activations and within the context of festivals, that makes perfect sense.\nFestivals are naturally intense environments.\nLong hours.\nHigh temperatures.\nConstant movement.\nLow phone batteries.\nBrands have an opportunity to complement the festival experience by making it smoother, easier and more enjoyable.<\/p>\n

Research cited by EXAME reinforces this idea.\nAccording to InstitutoZ, part of Trope, 43% of Gen Z values activations that solve immediate needs, such as water stations, rest areas or charging points. Meanwhile, 69% are more likely to remember brands that helped them at exactly the right moment.<\/p>\n

This reflects an important shift in Live Marketing.\nWe've moved beyond exposure toward contextual relevance.\nCapturing attention is no longer enough.\nBrands must become genuinely useful within people's journeys.\nBut there's an important distinction to make.\nUtility alone doesn't build emotional connection.<\/p>\n

The experiences people remember go beyond functionality.\nThey are built on concepts, stories and cultural relevance.\nBecause memory isn't created by attention alone.\nIt's created by meaning.\nSolving a problem matters.\nTransforming that solution into a memorable experience matters even more.<\/p>\n

The real opportunity lies in balancing both.\nNot choosing between utility and creativity but combining them.\nTurning service into experience.\nCreating moments that solve real needs while simultaneously generating desire, engagement and lasting memory.<\/p>\n

At ATENAS, as festival specialists, we live this in practice. We have a deep understanding of this space to create relevant, proprietary deliverables for brands.<\/p>\n

One example was the delivery developed for Sadia at Lollapalooza 2026. More than simply establishing a presence at the festival, the initiative was designed as an experience that seamlessly integrated product, culture, and entertainment into the event environment.\n\nBuilt around the \u201cPopStars\u201d concept, the activation invited attendees to step into their own moment of protagonism. The strategy combined immersive experiences, music-driven interactions, content creation opportunities, and thoughtfully designed spaces that positioned the brand as an active part of the audience\u2019s journey.\n\nThe approach went beyond product sampling. The moment of pause was reframed as an extension of the festival\u2019s cultural experience, turning the space into a hub for connection, self-expression, and brand engagement aligned with audience behavior and expectations.<\/p>\n

Ultimately, festivals like Lollapalooza reveal an important truth:\nThe brands that create lasting value are no longer supporting the cultural experience.\nThey're becoming part of it.<\/p>\n

The main stage will always matter.\nBut increasingly, it's during the breaks that brands earn their place in people's memories.<\/p>\n

Watch the full interview to continue the conversation.<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

By Denise Garrido, During Lollapalooza 2026, I had the opportunity to take part in a discussion\u2026<\/p>","protected":false},"author":2,"featured_media":7052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"class_list":["post-6965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias"],"_links":{"self":[{"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/posts\/6965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/comments?post=6965"}],"version-history":[{"count":9,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/posts\/6965\/revisions"}],"predecessor-version":[{"id":7058,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/posts\/6965\/revisions\/7058"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/media\/7052"}],"wp:attachment":[{"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/media?parent=6965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/categories?post=6965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atenas.ag\/en\/wp-json\/wp\/v2\/tags?post=6965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}