Brands have long known the power of festivals for connecting with a millennial audience.
From activations to sponsorships, festivals allow brands to break the creative boundaries and deliver something truly unique.
In recent years, some enlightened brands have taken things a step further by creating their own festivals, with every element built entirely around their brand values.
That’s exactly what British carmaker Land Rover has done to launch its newly redesigned Defender in the United States.
Cleverly titled 4XFAR, Land Rover’s new festival will take place in the Coachella Valley in January 2020, with Grammy-award winning music performances, culinary pop-ups and a host of adventurous activities.
The festival aims to showcase the Defender to its American audience within a lifestyle context, whilst educating consumers about its heritage through immersive activities.
As well as enjoying some fantastic headline music acts, attendees can participate in adventurous activities including rock climbing and mountain biking, or listen to talks from top adventure sports stars such as world-renowned big wave surfer Laird Hamilton.
Promoting wellness throughout the festival, attendees can relax in hammocks, or join in on yoga classes. Creative types can sign up for a nature photography workshop or personalise their reusable water bottles.
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Land Rover have also captured their outdoor adventure philosophy through interactive activities such as foraging, outdoor gourmet cooking and wilderness navigation.
Naturally, attendees are also able to get behind the wheel and experience the Land Rover line-up. The all-new Defenders can be trialled on purpose-built off-road courses featuring a variety of challenges and terrains.
The event is summarised by Land Rover as a “gathering combining live music, culinary, and outdoor adventure experiences for people with a passion for exploring the unknown”.
Other examples of brands using festivals to leverage their brand and boost brand love include McDonald’s McNugget van UK festival tour, and Airbnb’s experiential story telling at Sundance festival.