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Coachella Festival Top 5 Campaign

Coachella and experiential marketing: top 5 campaigns

Coachella is one of the most popular music festivals in the world, attracting thousands of visitors every year. It is also a great platform for brands to showcase their products and services using experiential marketing. In this article, we'll explore the top 5 experiential marketing campaigns presented at the Coachella Festival over the years.


H&M: 2015

In 2015, H&M created an interactive fashion experience for Coachella visitors called the "H&M Loves Coachella Tent." The tent was decorated with a bohemian-inspired theme and featured a pop-up shop

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H&M Coachella Collection 2015

HP: 2017

In 2017, HP decided to participate in Coachella with a modern art installation called "The Antarctic," which was made up of screens powered by HP computers. The installation aimed to create a memorable visual and sensory experience for visitors, taking them on a visual journey from the glaciers of Antarctica to mystical forms, sensations, and sounds. HP also created a lounge near the dome where visitors could try out HP's 3D printers by creating and customizing objects like bandanas, which were useful for protecting themselves from the California desert heat. The goal of the campaign was to create buzz around the company for the grandeur of the experience, and to draw attention to the computers that made the visual effects possible.


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HP Coachella Experience


BMW: 2018

In 2018, BMW created an experiential marketing campaign that focused on the driving experience of its hybrid cars. The campaign began with the creation of custom liveries on the i3 and i8 cars, designed by American music artist and designer John Gourley. BMW collaborated with influencers with millions of followers to increase hype around the Coachella Festival, using the hashtag #roadtocoachella to document their journey in BMW cars and create engaging content for their audiences on social media. At the festival, visitors had the opportunity to test drive the cars on tracks specially created in the hills of the desert. BMW invited participants to experience the speed and maneuverability of its luxury cars through a pre-established driving route, and also provided professional drivers to guide them through the experience. The goal of the German company was to increase the visibility of its brand and its line of hybrid cars by creating an engaging and exciting driving experience for festival-goers.


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BMWi Road to Coachella


Sephora: 2018

In 2018, French beauty brand Sephora participated in the Coachella Festival by setting up a beauty salon where visitors could try out the brand's products. Visitors also had the opportunity to receive personalized advice from industry professionals and discover the latest beauty trends. Additionally, Sephora offered participants the opportunity to receive free beauty treatments, such as facial cleansing and professional makeup. The Sephora experience focused on sensory beauty, with the use of subdued lighting and relaxing music to create a relaxing and inviting atmosphere. Fragrances and scents were also used to stimulate participants' senses and make the experience even more engaging. The main goal of Sephora's marketing campaign was to offer participants a personalized and engaging beauty experience, giving them the opportunity to try products and receive advice from industry professionals. In this way, Sephora sought to create a stronger bond with its customers and consolidate its presence in the beauty market.


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Sephora X Coachella Tent


American Express: 2019

In 2019, American Express created an immersive experience for festival-goers called the "Amex Platinum House." The experience included live music performances, cocktail classes, and gourmet food tastings. Visitors also had the opportunity to participate in interactive experiences such as virtual reality games, personalized tote bag creation, and photo booths. The main goal of the campaign was to provide Amex Platinum cardholders with a unique and exclusive experience, reinforcing the brand's premium positioning.


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American Express - American Express Debuts First Ever Amex Artist Shop at Coachella with Limited-Edition

These examples of marketing strategies at the Coachella Festival demonstrate how companies can create an emotional and lasting connection with their consumers through immersive and engaging experiences.


The Amex House and H&M Tent are examples of how brands can create an environment where consumers can experience the product in innovative, fun, and memorable ways.


The creation of themed events within the brand experience helps create a sense of unity among participants, who subsequently become fans of the brand.


We can't wait to see what experiential marketing campaigns the brand partners of Coachella will offer us this year.


In the meantime, let us know what your favorite initiative is!

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