Olivia Rodrigo Invites Fans on Her Tour Bus for Photo Ops and Merch

IHEARTCOMIX is driving the experience

Olivia Rodrigo’s fans have been lining up—sometimes for two to three hours—to hop aboard her “GUTS World Tour Bus Experience.” And judging by the joyful photos and videos they’re sharing on TikTok, Instagram and YouTube, it’s absolutely worth the wait.

Styled like a ’90s bedroom inside, every inch of the refurbished school bus is packed with memorabilia—Rodrigo’s tour outfits, posters and knickknacks—that speak to Livvies, as the singer’s fans are known.

There are fun photo and video ops, too. The bus houses replicas of the crescent moon Rodrigo rides during her show and the glitter-filled “Spill Ur Guts” toilet—perhaps the most iconic commode of our time.

Fans can sit at a Rodrigo-inspired vanity and pick up a lips phone to hear a message from the performer. If they have something they’re dying to tell her, they can leave Rodrigo a message.

“We’re giving fans a moment to feel like they’re a part of her world,” says Jess Doren, head of experiential and production at IHEARTCOMIX. The creative marketing agency and content studio developed this immersive experience on wheels, part of Rodrigo’s North American tour since March.

“It allows an artist to show a bit more of themselves than you would see or get from some of the other social media or branding things they do,” Doren says.

Mokibaby, a multimedia artist and production designer, helped craft the interior of the bus, creating set pieces like the crescent moon and the toilet. She infused the experience with small treasures such as VHS tapes of Rodrigo’s favorite movies, including Scarface, the cardboard sleeves of which are reimagined to feature the singer.

“There’s a lot of different details that are so intimate to Olivia and things that fans really enjoy and pick up on,” Doren says.

Admission to the bus is free and open to all.

“This was something that was conceived as a way for anyone to experience the GUTS Tour, whether they have a ticket or not,” says Franki Chan, founder and CCO at IHEARTCOMIX. “Olivia and her team are very fan focused and want to make sure the fans have a great time and no one feels left out.”

To that end, some of the lucky folks who visit the bus actually see an Olivia show. At every stop where Rodrigo is performing, fans have a chance to enter a giveaway—sponsored by brand partner American Express—to win GUTS Tour-related items, including concert tickets.

Sony and Dr. Martens, also brand partners, are integrated into the experience and offering crafty activities on site. Fans can purchase and bedazzle Sony LinkBuds S headphones. And those who show up with their own Docs are invited to customize them with markers and rhinestones. Dr. Martens is also giving away laces.

In addition to feeling closer to their idol, Rodrigo’s fans who visit the bus are bonding with each other.

“They’re creating together and giving each other compliments on how cool their stuff is and making friends and taking each other’s numbers,” Chan observes, noting there is value in fostering a sense of community among one’s fans. “That is a huge asset to an artist.”