It’s hard to ignore- festival season is here! Kicked off with gusto by the mother ship, Coachella. It may not have been the first, but it may be the fiercest music festival out there, followed by Stagecoach, Rock in Rio, Bonnaroo, Lollapalooza and Outside Lands later this summer.
The opportunities for Coachella marketing and brand activations are incredible- product placement is everywhere. Brands like Claire’s, American Eagle, Planet Blue and H&M have curated (or created) special collections of bohemian chic clothing and accessories to cash in on this year’s look. Even high-end retailers like Net-a-Porter and Mulberry are marketing festival favorites. All this to get you prepped and ready to rock!
On-site marketing opportunities for any size festival tend to be expensive and cater more to VIP experiences as of late. Premium brands are investing heavily for access to engaged individuals who’ve paid more than $900 for their festival ticket- that’s the price of admission this year at Coachella. With over 200,000 people expected on the Empire Polo Field grounds this year, there is certainly a lot of exposure to be had.
Coachella Marketing On A Budget
What about localized brand engagement? There’s plenty to enjoy from Palm Springs to Indio and beyond. It’s nearly impossible to find the energy and stamina to hold court at Coachella from morning to night. Many festivalgoers preview set lists and show up just in time for their favorite acts, leaving time for lounging at the pool. Brand-sponsored parties like Lacoste, H&M, MAC Cosmetics and countless others offer drinks, complimentary blow-outs and shopping opportunities poolside at luxe area hotels. This year Amoeba Records brought an exciting pop-up shop to the Ace Hotel and Swim Club in Palm Springs- the Ace serves as ground zero for west-Valley based hipsters.
Brand activation doesn’t have to be crazy expensive, given a little creativity. Why not partner with a local coffee shop to sample new products or take part in a value-added program with a local hotel?
Personally, I have had great success leveraging existing brand relationships for gratis sampling and social media tie-ins during Coachella & Stagecoach. This time of year, local businesses are hungry to make that connection with Coachella-goers. If you can help them connect and engage at a deeper level, chances are they are open to your ideas and influence.