Coachella 2016: Music and Commerce Collide
50% of the Coachella’s 200K attendees are millennials, making it ideal for Instagram marketing.
Coachella, run by AEG’s Goldenvoice, has become an attractive destination for marketers looking for a large, young and hip audience, drawing an estimated 99,000 attendees each day this year. But the organizers have maintained a limit on overt corporate incursions.
For brands who don’t or are unable to spend millions of dollars to be an official Coachella sponsor, collaborating with the world’s top Instagrammers is one of the best ways for companies to reach highly-engaged consumers and develop a brand identity that will benefit from Coachella’s trendsetting, fashion-forward reputation.
Los Angeles Times’ reporter Ryan Faughnder has queued up the many examples of creative ways brands have tried to attach themselves to the popular music event that stretches over two weekends ending Sunday.
Here are a few highlights from his roundup:
The fashion brand tents: Youth-skewing clothing retailer H&M, now a regular presence at Coachella, tricked out its festival pop-up location with a psychedelic video booth, mannequins displaying its desert wear, and iPads connected to the company’s online store. Attendees seeking refuge from the heat could also refill their water bottles. Naturally, H&M and other companies have developed festival-themed clothing lines.
Jewelry and shades: The tent for Pandora Jewelry (no, not the Internet radio company) tried to entice potential shoppers with features designed to be shared on social media, including a hallway of reflective shapes and a photo-taking mirror.
Inside the Perverse Sunglasses tent, customers spun a roulette wheel in hopes of winning free shades. Outside the tent, reps greeted music fans by spinning black-and-white umbrellas. Watchmaker Tag Heuer and electronics firm JBL had their own setups in the V.I.P. area.
Image courtesy of MediaKix