The Coachella Valley Music and Arts Festival begins Friday and while visitors prepare for a heat wave, brands prepare to reach waves of consumers.
Every year, brands flock to Coachella with experiential marketing campaigns that range from phone charging stations and WiFi to private concerts. Here are a few notable brand activations headed to the festival this year.
American Express (Amex)
Amex will integrate some new features into its annual festival presence. Guests that use the Coachella app can access an AR commerce experience that offers exclusive Coachella merchandise to Amex cardholders.
RFID in each Coachella wristband will grant Amex card members with exclusive benefits such as access into the Card Member Club, access to an exclusive Uber Priority Lane, a free ride on the Ferris wheel and free embroidery.
For the first time, the brand’s Amex Card Member Club area will be located onsite, offering drinks, recharge stations and time away from the crowds. Members will be able to access by linking their Amex account in the Coachella app.
Google is using voice activation to reach Coachella fans with Google Home and its Google Assistant. Saying “Hey Google, talk to Coachella” will prompt a number of interactive activities. Using their voice, consumers can access playlists for artists at the festival and discover new musicians in attendance, access and create a festival schedule and ask common questions such as performance times and travel info.
Throughout the festival, backstage interviews with the artists will be available for listening through Google Home and Google Assistant. Google is also engaging festival-goers at Coachella’s Ferris Wheel, one of the festival’s most iconic structures. Some of the ferris wheel gondolas have been outfitted with Pixel photo booths, complete with iridescent backdrops for “stunning selfies.”
For those who can’t head out into the desert this year, Google will once again offer an exclusive livestream of the event on YouTube.
Branded bicycles will be patrolling the Coachella grounds this weekend and giving out samples of Peet’s Cold Brew coffee. In March, the brand held a contest to win a 3-day VIP pass to Coachella. Coffee lovers could text “Coldbrew” or enter online.
— Coachella (@coachella) April 8, 2018
A Coachella tradition, festival visitors can hang out in Sephora’s tent to grab free products, get their hair styled or receive complimentary make-up touch-ups. Visitors can apply their own temporary hair color, as well, and take pictures in a section of giant glitter beauty props.
Hewlett-Packard (HP) is returning to Coachella with its air-conditioned dome called Antarctic, located right in the middle of the festival grounds.
Overhead, a music and light show is projected in 360-degrees while guests lounge on beanbag chairs. This year, the show will be a re-imagining of the 19th century novella Flatland: A Romance in Many Dimensions.
Here’s a preview of the new show: