This year the music spectacular celebrates it's 25 anniversary. In honor of 25th anniversary, there was a 25th hour Special, which was a surprise pop-up concert for Lollapalooza attendees that used Toyota's limited time "golden ticket" Snapchat geo-filter. The surprise concert featured artist such as Big Boi from Outkast and Lean Bridges.

Toyota is proud to be the first company to use a Snapchat geo-filter as admission for the the private event.The event was hosted at Venue SIX10 and featured several Toyota's for safe rides home. It's safe to say that Toyota's presence was known at Lollapalooza 2016.Toyota also sponsored "Toyota Music Den", which was a special stage for new artists to showcase their talents. There were also music-influenced games and a variety of Toyota vehicles to view.
“What better way to celebrate Lollapalooza’s 25th year than by adding an extra hour of music with an amazing talent like Leon Bridges,” said Florence Drakton, social media marketing manager for Toyota. “We used Snapchat filters in a unique way to invite guests to our pop-up concert -- ones who share Toyota’s same passion for music.”

Toyota partners with VH1 Save the music, as effort to promote this, Toyota brought an interactive component to music festivals across the US in 2016, including Lollapalooza. It encourages festival attendees and artists to answer the questions "what Does Music Mean to You?". This is a way that they can share their experience at the music festival.Hashtags such as #ToyotaGiving and #25Hour was used to show support for the event.These events will sponsor grants for three schools is the Chicago area.
“We’re grateful to the VH1 Save the Music Foundation for continually supporting music education and feel honored to give back to the Chicago community in support of the arts,” said Tyler McBride, engagement marketing manager for Toyota.
Lollapalooza is the 5th segment of the 2016 Toyota Music experience. The interactive on-site activation launched at the Stagecoach festival in April and continued at the Country 500, Sasquatch and Firefly Music festivals. It will culminate in October at the Voodoo Music + Arts Experience in New Orleans.