The Coachella Valley Music and Arts Festival in the Southern California desert remains a serious showcasing opportunity for brands. The annual event attracts 125,000 ticketed visitors for each of two weekends (April 14-16 and 21-23), plus numerous revellers at unaffiliated satellite events.
Prime territory for millennial-hunting with a style-conscious edge, we highlight 2017’s most notable initiatives, covering fashion, fitness, hospitality and tech.
Hotel Takeovers: Brand-Hosted Retreats
Several marketers commandeered nearby hotels, both competing with and complementing the sold-out main event – affording unofficial sponsors and ticketless fans a slice of the Coachella vibe.
Trading on Festival Trends
Several brands traded on Coachella’s reputation as a beacon for fashionistas.
Interactive Psychedelic: Surreal, Immersive & Co-Creational
Others traded on the festival’s prevailing bohemian vibe with concepts grounded in a surreal or even psychedelic flavour – nurturing visitors’ personal creativity.