👢HOW DID BRANDS SHOW UP AT COACHELLA? 

The undisputed ✨Mother ✨of all music festivals returns to signal the unofficial start of summer music festivals in North America. Though their ticket sales might’ve slowed this year, the festival (which takes place in Indio, California across two weekends) is still a lesson in cultural marketing. Amex – an official event sponsor – hosted an on-site experience for Card Members which included a wonderland inspired by Reneé Rapp’s album Snow Angel and a manifestation room where attendees could complete a short quiz to receive a pre-recorded ‘festival fortune’ from the singer. The brand also debuted complimentary glam services provided by In Your Dreams and a merch-to-go window, where Card Members could purchase mystery boxes filled with merch from Rapp and Tyler The Creator. So, what does this tell us about marketing in culture today? 

💡 OUR TAKE

A credit card brand may seem out of place at a music festival – let alone one that’s known for their sophistication and elevation. Yet Amex manages to make it work in their favor – all while keeping their cool in the sweltering heat. Their exclusive artist activations celebrate fandoms by creating more touchpoints for fans to experience their favorite performer, cementing the brand’s presence across various facets of live entertainment (ticketing, merch, IRL immersive experiences etc.). 

An event partnership goes way beyond main-stage sponsorship to on-ground activations that creates depth to the brand presence at the event. And Amex isn’t the only brand to realize this. We take a quick look at the different ways brands chose to show up and engage with fans at Coachella;

📌Pinterest authenticated each Pinners’ distinct style 

Imagine your Pinterest board coming to life – which is exactly what happened this year. For years, the visualization platform was THE go-to source for festival-goers to look for inspiration, plan and shop for their fashion looks. This year, armed with valuable insights of user activity, Pinterest took on a more active role from inspiration to execution with programs including a partnership with celebrity stylists Chloe and Chenelle meant to help Pinners plan and shop festival looks on the platform, a hub for all things Coachella and an on-ground experience aptly called the Pinterest Manifest Station (how’s that for wordplay!) where visitors get to transform into their most creative selves with the help of expert fashion and beauty stylists. 

If you are a brand looking to inspire,  think of ways you can 💖authenticate 💖your audiences’ individuality and interests. The nicher you go, the more impact you make. 

🛁 Method enabled festival goers to have the time of their lives – squeaky clean!  

Building on the recent launch of the ‘Unleash Your Inner Shower’ platform, the personal care brand Method brought an inner shower portal, a hair glam beauty station and an inner shower lounge giving festival-goers the space to refresh and setting them up for an all-night party. It was previously reported that fans are open to brands joining the conversation as long as they add positive value. As a more functional brand, Method’s activation expresses their interest in being part of the live entertainment scene by bringing clear value adds. Sometimes, a brand activation doesn’t have to be complex to be successful.  

If you are a more functional brand looking to tap into fandoms but don’t know where to start, think of what you can bring to the table to ✨enhance✨ fandom experiences.  

🍻 Heineken brought even more music to festival goers

Heineken has long been a purveyor of culture – consistently bringing in unique experiences for fans across passion points; music, sports, food, you name it. And their presence in Coachella was no different. Their famous Heineken House, which is now established as a standalone Coachella venue, comes with a beer garden, free beverages (this year, the recently-launched, lower ABV Heineken Silver) and a lineup of their own. Beer preferences aside, Heineken chose to speak the universal language of music – creating their own you-just-had-to-be-there moments within an already culturally significant event. 

If you are a brand already playing in the space of culture, think of how you can 💡create💡your own cultural moments that is distinct to your brand. 

These activations are all very different. But one thing is clear – there are various dimensions to event partnership and ticketing / pre-sales is just the tipping point. As more brands in SEA look into creating a presence within live music, there’s opportunity for them to create a distinct entertainment platform – no matter the category.  After all, if a functional brand like Method can lean into culture-led marketing, anyone can. And if you need help, you know who you can call on…

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’