Our 5 Favorite Brand Activations at Coachella 2019
The weekend before last saw the conclusion of another crazy Coachella run. The festival, having in recent years morphed into an influencer mecca, has become known for its creative brand activations as much as its musical lineup. This year was no different, with everything from branded art installations to exclusive performances. Find below the top five brand activations we found innovative, fun, and/or all-around eye catching.
We’ve introduced you to Lil Miquela before, but you’ve never seen her like this. This CGI influencer (yes, you heard that right), has amassed an impressive 1.5 million Instagram followers, a stat that hasn’t gone unnoticed by industry professionals. In a collaboration with YouTube music, Lil Miquela “interviewed” Coachella artists such as J Balvin. The collab drummed up interest in Youtube’s livestreaming outfit and was cross promoted on the influencers Instagram as well.
As the official tech sponsor for the festival, HP had a lot riding on their experience. This year, the company launched two unique ventures, a lounge where attendees could relax and test out new products, and “The Antarctic”, a 360-projection project. The brand collabed with a group of choice influencers to promote the experiences across social media.
The American fashion brand behind the famous “My Calvins” campaigns repped a decidedly retro inspired influencer campaign for their Coachella effort. Following a Spring campaign by top shelf influencers such as Kendall Jenner and Shawn Mendes, the brand invited festival goers into the #MyCalvins house for a lower key, 70s vibes installation.
For the third year in a row, BMW continued its #RoadToCoachella campaign. As in previous iterations, the luxury brand gave select influencers free reign of their i8 models, wrapped in custom artwork for the occasion. Macro and mega influencers alike also documented their journeys across Instagram and Snapchat.
The beauty retail giant teamed up with designer Rachel Zoe to create the Coachella “ZOEasis”. Inside the lushly decorated space, attendees could relax and get free makeovers. Like the other activations, Sephora also employed influencers to rep them before and during the festival. In a festival full of new concepts, it was a refreshingly straightforward take.