Highlights from Coachella 2018: Creating Shareable Experiences

May 25, 2018 // By: // No Comments

Entertainment      Experiential Marketing

For Coachella festival-goers, it’s not just about the music lineup; in recent years the countless private and public-parties surrounding the festival have become destinations in and of themselves. Consumers, influencers, and talent alike flock to these parties to show off their access to the most exclusive events, where the who’s who is partying, and the activations are on point. Brands have an opportunity to insert themselves into these moments and reach an engaged audience at one of the biggest music festivals in the country.  But it’s important that brands activate in a meaningful and authentic way that excites the consumer, and as the expectation for engaging activations grows, brands are feeling the pressure to step it up. Gone are the days of the boring step and repeat. Creative ideas are a must have for that “stop in your tracks” branded backdrop for consumers and influencers to snap an Instagram and set the stage for that #CoachellaEnvy.

Back in 2014, Tequila Don Julio recognized the importance in providing consumers with a unique experience while grabbing a cocktail from a bar. Enter the Don Julio Airstream Speakeasy, a bespoke mobile cocktail bar that serves up craft cocktails on a four-tap keg system and even has a small seating area for those lucky enough to get invited inside. This allows the brand to bring a fresh, craft cocktail experience to thousands of influencers and consumers alike at large-scale events and festivals across the country in a beautiful retro airstream that begs to be photographed. As one of the first brands to play in this space, and seeing the stellar response from consumers on social, the brand then leaned into the concept even further. Tequila Don Julio commissioned a fleet of vintage 1942-era pick-up trucks that have been restored to like-new condition that pay homage to the type of truck founder Don Julio Gonzalez used to visit the agave fields in Mexico. These trucks also feature a Craft on Draft cocktail bar that can easily pop-out of the flatbed and travel to events around the country, inspiring consumers and influencers to take a seat and snap a picture!

At Republic Records ‘The Estate’ daytime pool party, Hunter client, Batiste Dry Shampoo, styled guests’ hair with festival braids, complete with on-trend barrettes and glitter. Braids beget selfies, but this Instagram moment wasn’t just the braid itself or the glitter that accompanied it; it was the brightly colored, plexiglass wall that acted as the backdrop of the activation space, which predominately featured the Batiste logo. Taking inspiration from famous Instagram walls, the Batiste wall inspired guests and influencers to show off their braided hairstyles against a backdrop that added a vibrancy and aesthetic touch to the Insta-worthy photo, while still having the branding come through in a natural way.

As Coachella marks the beginning of festival season around the world, how will your brand stand out amongst the activation noise?

About the Author

Olivia Montella

Olivia Montella is a Senior Manager in the agency’s Sports + Entertainment Department