It’s that time of the year again when our Instagram feeds are filled with elaborate neon-colored make-up looks, landscapes of desert sunsets, and tons of sunny selfies. Yes, it’s festival season! And the one festival to rule all festivals? COACHELLA! Coachella has been the go-to music festival for years, selling out their 2018 weekend wristbands in the matter of 3 hours. With an overwhelming amount of festival-goers, art installations, food booths and music, it can be hard to miss some of the brand activations throughout the festival, so this Los Angeles Public Relations Agency is here to fill you in on what you might have missed at Coachella!
1. Sephora’s Beauty Tent: As the official beauty partner of Coachella, Sephora provided a go-to beauty haven to all festival-goers to get their festival looks finessed. In addition to being able to purchase all make-up necessities that you may have forgotten at home, anyone who stepped inside was given the opportunity to be stylized by a Sephora beauty guru with either holographic makeup, temporary hair coloring, glittery holographic hairstyles, LED-lit hairstyles, or stenciled hair art. Paired with oversized beauty tools, this tent was definitely one to see!
Why This Worked: Coachella has long developed from being just a music festival to becoming the spot to be seen and photographed. While true, most beauty looks blend together, and several looks are repeated. Sephora overcame this by featuring stand-out looks that were noticeable throughout the crowds, which struck conversation in between Queen B and Cardi B songs.
2. Powered by HP/Antarctic Dome: Powering up most of Coachella’s main electric installations, HP was a main sponsor at Coachella, providing experiences from the easy-to-swipe ticket lines to their 11,000-square-foot air-conditioned art dome, The Antarctic. The Antarctic dome housed a 500-seat projection theater providing festival-goers a 15-minute 360-degree audio/visual experience.
Why This Worked: With Coachella Valley’s temperatures holding true to its history, the weather had most festival-goers seeking escape from the heat, winds, and dust. With such a large installation, HP provided enough seating to keep all attendees coming in between sets. In addition, the immersive visuals added to Coachella’s art, making it a go-to experience for the festival.
3. BMW’s #RoadToCoachella: Even before the festivities began, BMW activated on its #RoadToCoachella marketing campaign for the second year in a row. Select influencers were given the chance to travel to the festival in style with specialty BMW vehicles. This year, the brand partnered with Portugal. The Man, one of Coachella’s highly-anticipated singers to create unique designs on the cars, making each car a sight-to-see on the road.
Why This Worked: With an overwhelming amount of photos crowding Instagram during both Coachella weekends, posts leading up to Coachella were very sought after in anticipation for the festival. By partnering with macro-influencers in the digital space and a big-name artist, these posts were a great way to kick-off the art at Coachella.
Coachella is a beast of its own, filled with an overwhelming amount of art, music, and brand activations. Although true, it takes a lot to stand out to festival-goers, and as a Public Relations Agency, we’ve seen it all! What were some of your favorite brand activations these past two weekends?
‘Till next festival!