I just returned from three days at Lollapalooza with my daughters. Great time with the girls. Outstanding festival – really well planned and run. (Chicago is a fantastic city!) While I've spent years creating events for youth marketing programs, often from the outside looking in, this gave me chance to experience youth marketing from the mosh pit out. By and large, the marketing was fairly flat-footed. The usual branded swag became white noise. The best efforts came from a handful of marketers whose presence added something to the fan's experience. The best by far came from my old friends at Toyota. Their tent wasn't an escape from music – it celebrated music and creative expression. There you could hop in a Corolla retrofitted to be a four-door photo booth; spin to win some cool prizes; listen to little-known, up-and-coming bands (the roots of Lolla, right?) who performed in the tent and were streamed over the interweb; as well as create art and posters.