In recent years, Coachella has transcended its origins as a mere music festival, evolving into a marketing extravaganza that attracts global brands eager to connect with the coveted millennial and Gen Z demographics.🎡🏜️
It’s dozanü’s #FridayInsights, let’s take a look at the top marketing strategies at Coachella this year! #bet #fyp
Brand partners – such as Absolut, Coca Cola, and Google Pixel – actively contribute to the festival experience, creating a firsthand connection between the brand and the festival-goers. Brands are engaging with audiences by hosting experiences like:
🎶 Pop-ups
🎶 Branded installments
🎶 Exclusive events.
On the flip side of the coin, brand partners also rely heavily on User Generated Content where attendees share their time at #Coachella through their social media platforms– documenting the very experiences that the brand partners have set in place for them. Some argue that the way the festival leverages the influence of celebrities and social media influencers have “ruined it” for them. 🤳
However, investing in the consumer experience can make the festival more accessible and inclusive. One noteworthy example of this was when the Accessible Plus program at Coachella created space for BIPOC people with disabilities to attend.
During the first weekend of Coachella and the days that followed, we saw Deaf influencers such as Raven Sutton and Nakia Smith post content from the festival, reflecting on the positive experiences they had there. (We’re a Deaf-owned company, so of course we were particularly thrilled about this!) 🔥
In a nutshell, we’re seeing ✨ experiential marketing ✨ and ✨ influencer marketing ✨ emerge as the hottest marketing strategies.
Have you ever attended a music festival similar to Coachella? What was that experience like for you (good or bad)? 👀
