Coachella 2024: Brand activations that stole the show

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So much more than a music festival, Coachella is a masterclass in immersive brand experiences. Here are our top 4 highlights. 

Coachella 2024 just wrapped up, leaving us buzzing with excitement over the epic performances, celebrity shoulder-brushes, jaw-dropping fashion moments, and, of course, the unforgettable brand activations. Since its inception back in ’99, it has evolved to be much more than just a music festival. Today it’s a playground for innovative marketing experiences. Let’s dive into some of the standout brand activations that fired up festival aficionados’ socials:

1. Adidas Campus Experience with Bad Bunny.

When Bad Bunny was announced as Coachella’s first Latin headliner, Adidas seized the moment with a stellar activation of their collaboration. The Adidas Campus Experience was a cube-shaped pop-up celebrating the release of their latest sneaker in partnership with the Puerto Rican sensation. Imagine this: on one side, a larger-than-life archway entrance featuring Bad Bunny’s signature logo crafted from steel and pine; on the other side, the unmistakable Adidas logo beckoning festival-goers into a shoppable wonderland. It was a fusion of music, fashion and retail that left a lasting impression.

2. American Express’s Newstalgic Activation.

Recognising that Gen Z and millennials are the driving force behind Coachella’s cultural zeitgeist (and new Amex cardmember applications), the payment card specialist tailored their activation to cater to their thirst for authentic nostalgia. Inside their “newstalgic” space, fest-goers were transported back to the Y2K era with a photo lab and emporium

filled with ready-to-rent, eco-friendly digital cameras from Paper Shoot. It was a nod to the past with a modern twist, while acknowledging the importance of being mindful and in the moment, perfectly aligning with the desires of the festival’s younger audience.

3. Aperol Spritz Piazza.

Perhaps the only thing that could ever rival Coachella attendees’ love for music, is a good cocktail experience. Aperol Spritz took full advantage of this with their vibrant orange liquid and Piazza activation. From neon sunbeam vignettes to interactive trivia games testing your knowledge of Italy and Aperol, every corner of the space was designed for maximum Instagrammability. Festival-goers immersed themselves in the world of Aperol, learning the art of crafting the perfect Spritz while capturing envy-inducing photos along the way. Extra shoutout for the epic art direction.

4. 818 Tequila: Desert Outpost.

While most activations went big and bold, others tried to embrace simplicity. 818 Tequila’s Desert Outpost, inspired by a gas station, may not have had flashy gimmicks, but

it drew crowds with its laid-back vibes and festival essentials. Over 2,000 attendees flocked to the outpost throughout the day, soaking in the desert sun and sipping on 818 Tequila. Sometimes, less is more, and 818 proved that authenticity and a relaxed atmosphere can be just as compelling as flashy displays. And we’re sure having Kendal Jenner as its founder doesn’t hurt.

Coachella 2024 was more than just a music festival; it was a melting pot of creativity, culture and brand innovation. From iconic collaborations to nostalgic experiences, brands managed to leave their mark on the desert landscape. But despite some awe-inspiring art direction, and beautiful basics, we can’t help but feel like we were left wanting for something more. A brand activation encore, if you will – captivating audiences and creating memories that will last a lifetime. Still, we can’t wait to see what’s in store for next year’s festival.

WRAPPING UP  

The good news? You don’t need million-dollar budgets or celeb cameos to craft marketing mastery.  

We’ve got the power plays you need to drive engagement and craft game-changing live experiences. If you need some help building a MVP performance at your next event or in your next campaign, hit here to start talking.


Author bio

BUSINESS DIRECTOR

A firm lover of all things brand building. I've helped launch some of the largest global brands in new markets and played a part in growing start-ups from strength to strength.When I'm not at my desk, you'll find me testing new recipes in the kitchen or planning the next adventure with my nearest and dearest.