Coachella wasn’t just a media stunt in the desert– it was a cash cow for marketers looking for experiential marketing concepts. Jump-start your occasion preparation by exploring the numerous ways companies got Coachella right.
6 minutes read.
Viewpoints expressed by Entrepreneur factors are their own.
This spring, Coachella snagged its fair share of marketing attention. Call it “ the world’s coolest music festival” or simply another enormous cultural tentpole occasion; in any case, the two-weekend-long California music celebration offers abundant opportunities for making brand-consumer connections. Of course, this grand desert party isn’t the only opportunity for brand names to steal the program.
Consider Bonnaroo, the Tennessee music and arts festival, which occurs in June. Or Governors Ball, New york city City’s big-tent music celebration, which concluded a couple weeks earlier on Randall’s Island. These and other national headliner events use online marketers the possibility to get some buzz ahead of time, in real time and after the reality.
And then there’s Lollapalooza, Chicago’s biggest jam fest, slated for the first four days of August. During a typical festival weekend, about 400,000 fans load Grant Park and more than 150 acts fill the celebration schedule. Online marketers preparing for up-close-and-personal client engagement at Lolla and beyond will succeed to take a few lessons from Coachella’s brand marketing gurus.
Making a mark with tentpole marketing
Over its 20- year lifespan, Coachella has grown into even more than a desert venue with 5 stages. It’s a land of its own, occupied by renowned stars, social media influencers, style enthusiasts and novelty candidates. Long prior to festivalgoers struck the scene, brand names ask themselves the burning question: “How can we leverage Coachella to win hearts and enhance sales?”
The response lies in analyzing the mental makeup of Coachella’s celeb, sort-of celebrities and people-like-you-and-me patrons. Everyone heads to these types of mega occasions to feel part of a bigger whole. At the exact same time, guests want customized interactions that befit their respective status. From Lady Gaga to the typical Jane, Coachella guests want to be seen, heard, valued and charmed. Brand names that understand and provide this fundamental human craving for acknowledgment tend to stick out.
Of course, business need to remain true to their core objective. Millennials and Gen Zers can ferret out inauthenticity a mile method. A stunt with no purpose is purchasing from, whereas a pertinent marketing tactic can bring about extraordinary commitment and revenue-propelling momentum.
If your business has actually just started exploring the concept of marketing at cultural tentpoles, embrace the viewpoints of Coachella’s marketing standouts to knock your experiences out of the park.
1. Pick occasions that offer snug brand name fit.
The very first guideline of owning the tentpole marketing world? Picking the cultural tentpole that fits your brand name’s existence. Otherwise, you might make a costly, forgettable noise. According to Brett Hyman, president of NVE Experience Agency, vetting each occasion includes studying more than just the venue. “Without a deep understanding of the cultural discussions and undertones around the tentpole, you run the danger of encountering as insincere or passé,” he warns
Don’t feel bad if Coachella isn’t your bag. Recently, H&M, Sephora and Urban Decay also decided to skip the California glam gala. Your task is to pick a setting that makes sense for your messaging. Think about the long-term conversation you wish to begin so you don’t invest excessive in a one-week sponsorship that does not resonate year-round. Bud Light, for circumstances, utilized Governors Ball to release its rainbow bottles just as New York City Pride started. In working together with LGBTQ acceptance nonprofit GLAAD, Bud Light used the New York festival as a springboard for its ongoing inclusivity messaging.
2. Deal with VIPs to special advantages.
American Express established its bunny-themed Platinum House as a Coachella tie-in not far from the centerpiece. Not remarkably, just those with Platinum cards and invites might activate entry. Those who weren’t Amex Platinum members were left in FOMO limbo. Maybe this will lead them to consider upgrading so they can move up the pecking order next year for whatever excitement the financial company has in store.
Shortage marketing of this kind may not work in every situation, however it’s perfectly matched to cultural tentpole occasions. It’s natural for individuals to desire what they think they can’t have. Notes Jacob Baadsgaard, creator and CEO of Disruptive Advertising, “We care a lot more about things that are tough to get or replace, and that makes those things more important to us.” Subsequently, think about playing a little difficult to get.
3. Sponsor off-site experiences.
Can’t get any existence inside a Coachella or Bonnaroo? Take your show on the road. Lucky Brand sponsors a yearly off-grounds mini festival called Desert Jam in conjunction with Coachella dates. Not just do satellite events like this add to the amplitude of the festival, however they likewise offer visitors a factor to check out and discover.
Instagram, on the other hand, only just this year decided it must have its own top quality existence at– or rather, 26 miles far from– among the most Instagrammable occasions there is. Instagram’s color-infused Desert Chill pop-up house combined celebrity VIPs with influencers brilliantly, offering everybody a location to enjoy whatever that makes the social media site a force. The off-site experience wasn’t developed to make direct sales; rather, it was planned to commemorate what the platform does best: bring similar folks together in a hip place with an unique ambiance.
4. End up being the tentpole’s sanctuary.
Every occasion has disadvantages, specifically when you aspect in weather elements. For example, at Coachella, the heat can be as extreme as the outfits. Peet’s Cold Brew used a service to this crisis with an air-conditioned #BetterEnergy bus, total with beverages and lots of shade (the good kind).
Become eventgoers’ savior by figuring out what they need and filling the spaces. Get smart to encourage involvement, as Bose did by offering AR functional sunglasses for purchase ahead of or at Coachella. The sunglasses assisted users browse the huge grounds while scoring Bose big tech points. At Governors Ball this year, Asics provided shoe-shining services for mud-caked equipment– an idea that hit near to house, considering that severe thunderstorms stopped the show early.
Forget about beginning your experiential cultural tentpole marketing from scratch. Scour through other brands’ innovations to jump-start a brainstorm. Then, go out there and trigger– engagement is just a celebration away.