Coachella is known as THE festival of the summer across the world. From the music to the fashion it is the perfect place for brands to leverage a global audience and showcase their latest campaigns.
With brands like Evian and Adidas leading the way, year on year we see the influencer partnerships and brand campaigns across social media. This year however some brands took a different approach to help them stand out from the crowd.
When it comes to influencer press trips often the bigger the better. However, Poppi decided to do the opposite. Inviting only one influencer, Alix Earle to Coachella with the brand. With one hero influencer, the brand ensured it was top of mind for her audience of over 6.6M.
818 Tequila decided to open its activation featuring a full-service saloon to all event goers this year. Normally the brand’s outpost is reserved for its pre-invited influencer guestlist serving them complimentary 818 cocktails alongside other freebies. This year however it was opened up to all Coachella attendees meaning more people were talking and posting about the brand.
Rhode brought a photo-booth to Coachella and it has taken social media by storm. The brand created an activation that not only provided attendees with a place to capture memories, it also provided free products. With every photo shared the brand benefitted from UGC posted across social platforms to millions. Simple but highly effective.
These brands are keeping up with the ever-changing world of marketing. One of the biggest changes being that consumers want in. They don’t just want to see influencers having a good time, they want to be able to immerse themselves in the brand experience, they want to build relationships with brands and the more brands leverage this the better the campaign reception will be.