With Coachella season coming up, let us remember some of last year’s popular brand activations from one of the world’s largest music festivals.
In 2018 alone, Coachella managed to incorporate brands such as HP, Heineken, BMW, Google, T-Mobile, Sephora and more. This was done through the incorporation of pop-up venues where each company showcased their brand by enticing attendees with futuristic technologies, free make-up stations, creative décor, elaborate parties and opportunistic photo ops.
For some of the most clever on-site activations at Coachella 2018, click here.
Over the years Coachella has proven to be a standout festival that attracts a variety of influencers and attendees. It is the perfect opportunity for brands to push out their latest creations. In a study conducted by AEG and Momentum Worldwide, 93% of festival goers enjoyed the brands that sponsored live events and a further 80% said that they were more likely to purchase a product from the brand after experiencing it at a music festival.
Music festivals provide a chance to listen to amazing live music from artists we know and love. World-renowned artists such as Beyoncé, Kendrick Lamar, Lady Gaga, Pharrell Williams and Calvin Harris have since graced the Coachella stage over the years providing attendees a euphoric musical live experience.
For marketers, brand visibility and on-site pop-ups enhance and adds value to the overall festival experience. The ever-changing landscape of advertising, endorsements, and sponsorships are constantly shifting and brands need to find a way to experiment with new mediums and formats to showcase their latest products.
For brands who wish to reach and target the 18-35 demographic; Coachella, and music festivals similar to them such as Lollapalooza, Austin City Limits, The Governors Ball (and in Australia, Wine Machine, The Big Pineapple Festival, This That, Scene and Heard), would benefit by showcasing their latest activations at these types of events as majority of the fans who attend music festivals such as these are young millennials.
By combining the experience with brand activations, it allows festival goers to interact with brands they may not necessarily connect with in everyday life. Furthermore, it strengthens the overall entertainment factor of the event.
Contact us to see how your brand can be leveraged through the use of renowned festivals and talent and how it can be used in such events.
We help brands and organisations achieve their desired amplification results through events, festivals and talent.
Written by Amiel Salanio for Creative Entertainment Agency.