The event was held across two sites at Hylands Park in Chelmsford and Weston Park in Staffordshire. At the Chelmsford site, McDonald's hosted its McFlurry van, encouraging festival-goers to pose for a picture in a photo booth and share their images on social media, part of its #hellogoodtimes campaign, devised together with Fuse Sport + Entertainment. Visitors were also rewarded with a free McFlurry ice cream.
Boots hosted a beauty pod over the weekend, giving visitors the chance to paint their nails, experiment with make-up and capture their moment with a GIF photo booth, while Nyx Cosmetics provided makeovers.
Other brands activating over the two-day festival included Smirnoff, which hosted DJs at its specially-built area, Smirnoff House, and e-cigarette brand Vivid, which showcased a vaping lounge with a chill out area and product display. Guests could also take part in a wind tunnel challenge, where they had to collect as many balls as possible in 30 seconds, with the chance to win electronic cigarette starter kits.
Hairdresser Mark Hill offered a styling station for some festival glamour while speaker and headphone provider JBL's activation included an inflatable pod, where visitors could try a selection of the products and compete to produce the fastest kilometre run, with the chance to win headphones.
V Festival celebrated its 21st anniversary this year, with headline acts including Rihanna, Justin Bieber, Kaiser Chiefs and Jake Bugg. Virgin Media, the headline sponsor of the event, did not hold its Louder Lounge VIP hospitality area at this year's event.
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