- Motorola hosted the razr Wheel at Lollapalooza – the first-ever branded Ferris wheel at the music festival.
- Created in partnership with Live Nation, the razr Wheel gave festivalgoers free rides.
- The experiential effort was designed to build buzz on social media by putting the brand visibly in the center of the festival.
Brand Innovators caught up with Maria Jose Martin, marketing director at Motorola to discuss the activation.
Why is festival marketing key to Motorola’s consumer engagement strategy?
Festival marketing is an important part of Motorola’s engagement strategy because it’s where culture comes to life. These are moments where music, fashion, creativity and technology intersect, bringing together consumers who value self-expression and are shaping what’s next.
For Motorola and our razr brand, that’s a natural fit. Our products are designed to help people express their individuality, so we want to engage consumers in environments where they’re already doing exactly that. Rather than simply showing up with branding, we focus on creating experiences that add value to the festival itself and invite people to participate.
Whether it’s Lolla’s razr Wheel and our ‘Get Ready With razr’ pre-party event or future festival activations, our goal is to create memorable experiences that spark conversation, inspire social sharing and build lasting connections with consumers.
How did you come up with the Lollapalooza activation?
As a hometown brand, we wanted to create an experience that felt as iconic as both Chicago and the motorola razr itself. The first-ever razr Wheel was inspired by the spirit of the razr, a device built around self-expression, creativity, and connection. Positioned at the heart of Grant Park, it gave festivalgoers a unique perspective of the city and festival grounds while creating the perfect setting for capturing unforgettable content. Paired with our Get Ready With razr pre-party experience, the activation celebrated individuality from preparation through the festival itself.
How does this help you reach Gen Z?
Gen Z values experiences that blend culture, personal style, and technology. Through this partnership, we were intentionally looking to connect with a new generation of consumers who see their smartphone as more than a device. It’s an extension of their personal style and identity. Lollapalooza attracts exactly that audience: people who influence culture, embrace individuality and are always looking for what’s next. It gave us the opportunity to introduce razr in an environment where the brand felt naturally at home and could create meaningful connections with both existing and new consumers.
How do experiences like this help support your brand mission?
For over 20 years, the motorola razr has been more than a mobile device. It has been a cultural icon. Experiences like Lollapalooza help us show up in places where our consumers are already expressing themselves through music, fashion, and culture. Rather than simply showcasing our technology, we’re creating experiences that let people connect, create, and share memorable moments. That’s central to our mission: combining iconic design with meaningful innovation to empower people to express themselves confidently and make the most of every experience.
