Brand and product activations have taken the marketing industry by storm. In creating an experience that embodies the spirit of a brand or product, companies leave a more lasting impression on consumers and connect with their audience on multiple levels.
The Coachella Valley Music & Arts Festival is an excellent example of, and location for, brand activations. It’s a multi-weekend event that sells out within minutes, and for many companies, Coachella is the perfect time for a specialized brand activation. We’ve provided several examples from Coachella 2019 to provide activation inspiration for your next launch or event.
Activation Inspiration #1
In collaboration with Mirrored Media and artist Khalid, BMW hosted a #RoadtoCoachella road trip for influencers.
Customized cars promoting Khalid’s latest album were driven by featured influencers to the festival for both weekends. At the BMW dealership in Palm Springs, the artist even participated in a meet-and-greet session with specialty merchandise.
Activation Inspiration #2
Long hours in the desert sun can be tiring, but American Express provided two posh areas for card members to relax and enjoy the privileges that come with membership.
The American Express Card Member Lounge was an in-festival area that provided areas for charging electronics, refreshments, free Ferris wheel rides, monogram embroidery, Jason Markk sneaker cleaning, and nail art.
The American Express Platinum House was held off-site at the Avalon in Palm Springs that displayed Friends With You sculptures, custom cocktails and catered food, live music, a beauty lounge, and dedicated areas for networking.
Activation Inspiration #3
For the more daring festival goers, Adidas held two separate functions to bring together sports and culture.
The Sports Club, held at the Zenyara Estate, was one of the few events over both weekends with a mini festival free of cell phones, as well as a musical brunch, synchronized swimming, and water jetpack demonstrations.
For a single day event, Adidas hosted a barbecue on a basketball court sporting the Adidas logo with food by Chef Eddie Huang while former-NFL player Von Miller oversaw a three-point shootout.
Coachella provides great examples that events companies host to showcase a product, brand, or style, but activation inspiration should come from what inspires you, your brand, and your company.
For more examples, or to take the next steps to hosting a brand activation that showcases all the great things your brand has to offer, visit ALIVE Events Agency for more inspiration.