Live brand activations at Coachella Festival 2015
An array of brands joined the fun at this year’s Coachella Festival to showcase their wares and experiences to the festival’s millennial hipster crowd.
For two weekends this April, the Empire Polo Club in the southern California desert was home to a marketer’s dream: hordes of influential, open-minded and ready-to-spend millennials with time to kill.
So there’s no surprise that the festival was awash with brands seizing that valuable opportunity.
Coachella-goers came for a party, and brands were falling over themselves to give them one.
And what kind of party is better than a ball-pit party? No party, that’s what.
Clever old McDonald’s knew this and installed an adult ball-pit at the Bootsy Bellows estate, where attendees could tweet a photo of themselves using the #LoveDriveVibe and have it printed out on a special Polaroid.
Following in the childhood games theme, Pandora’s poolside party boasted a see-saw, snow cones, a hair-braiding station, ping-ping and giant chessboards. The brand’s offering also including DJ sets from Questlove and Sosupersam.
And last but most definitely not least, Beer brand Heineken hosted its own music platform at Coachella, dubbed Heineken House. Weekend One featured performances from A-Trak, Questlove and Jillionaire, who all performed in the venue’s ‘Living Room’.
The House was also home to the brand’s ‘Your Mix Your Mash’ activation, where festival fans could create their own mash-ups from loops and stems provided. After mixing beats, visitors could kick back while enjoying a drink and a game of Cornhole at communal tables on 'The Patio'.
The beer brand also showed itself to be there for consumers at a time of a need with its cold storage activation. Guests were invited to bring up to two cases of Heineken or Heineken light to Lot 8 and the brand kept them cold throughout the day.
Take a look at all the great brand activations at last year’s Coachella Festival here.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.