ROCK YOUR BRAND ACTIVATION AT COACHELLA

A brand activation at Coachella puts your experiential marketing center stage. The renowned arts and music festival draws more than 125,000 attendees per day, plus exponential media coverage around the world. Here’s how to plan an event that will strike a chord with your audience and maximize exposure.

So why should your brand be at Coachella?

For two consecutive weekends in April, Indio, California transforms into the center of the music and arts world. Visitors are treated to iconic performances, surprise guests, unique experiences, and art installations throughout the festival grounds. But that’s not the only attraction.

Within a 25-mile radius of the show, you’ll find brand pop-ups, hotel takeovers, beauty stations and more. This isn’t a desert mirage– it’s a real opportunity for brands to connect with festival attendees. So get creative, because the possibilities are limited only by your imagination.

Let's talk options.

As an experiential agency, we focus on bringing brands to life in impactful and meaningful ways. Coachella’s cultural significance and broad appeal gives it marked influence over trends in music, fashion, and art. That’s why we look for opportunities to make your brand part of the conversation for festival attendees and fans at home. These are some of our favorites:

Create A Brand Home

Two distinct weekends double the exposure for brands at the festival. To capitalize on this, we recommend creating a brand home. A brand home enables “always on” messaging and is a cost-effective way to bring in fans, influencers, and celebrities. For many brands, house parties provide the most flexibility in attracting visits over the course of the festival, because individuals can stop by anytime. Plus, brand homes located off-site, but close to the festival, are the perfect venue for pre-performance gatherings and post-performance after parties.

Do A Brand Installation

But what if your vision includes a brand activation inside the festival grounds? As a partner at Coachella, there is an opportunity to create a brand installation onsite. And the good news is, most anything is possible. So think bold, adventurous, and definitely outside the box. We’ve seen it all, from foam pits to showers and infinity rooms. All have proven to be a hit.

Host A Pop Up Retail Destination

Another hit is pop-up retail, especially when it gives guests an opportunity to get their hands on customized or limited edition products. Retail havens can be located onsite at the festival or a location closeby.

Go For The Immersive Experience

Yet another option is the immersive brand experience, one of our personal favorites for its potential to leave a lasting impact on your audience. While this can require full event production, it’s an investment with returns that live on indefinitely– not only in the minds of attendees but also on their social channels.

Try Product Sampling

That said, not all situations demand a mind blowing experience to be memorable. It may be that product sampling is just the ticket for your target audience. Whether on or off the grounds, there are ample opportunities to introduce festival goers to your product.

Invite Influencers

Speaking of audience, no activation would be complete without the right crowd. Including influencers in your campaign will enhance visibility onsite and amplify your experience through social media. Be sure to create photo-worthy environments, as it gives influencers and guests a ready-made opportunity to wow their social media followers and spread your brand messaging far and wide.

Make It A Mobile Activation

Finally, don't forget you can also take your brand directly to your audience. With so many festival goers descending on the desert community, camping, caravans, and RVs are a hallmark of the event. It is both fitting and practical to consider mobile activations as a way to connect. Ice cream vans, pop-up retail, and product sampling can all take place effectively and efficiently on wheels.