Event Marketer: COACHELLA ROUNDUP: BMW Road to Coachella

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April 19, 2019

Spring’s hottest ticket is about to fringe and flaunt its way into a second weekend. We’re talking Coachella Valley Music and Arts Festival, the trendsetting, celebrity hotspot that boasts some pretty epic experiential marketing programs on top of epic performances. Ahead of the Indio, CA festival’s second and final weekend, April 19-21, we offer our roundup of the brands that have come out to play in the desert.

BMW

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For the last two years, BMW has leveraged key partnerships and a fleet of its vehicles to document what the “Road to Coachella” looks  like for influencers and musicians. To maintain its festival narrative and build on its legacy at this year’s event, the automaker again partnered with influencers and a key artist to deliver Road to Coachella content, but its on-site presence for the first time took the form of a “Pit Stop.”

At the heart of the program was Khalid, a Coachella headliner and the biggest musician BMW has worked with to-date. Riding on the success of the April 5 release of his album “Free Spirit,” the contemporary soul artist (and BMW driver) helped the brand outfit an assortment of its vehicles to match the aesthetic of the album cover, which features flames and a wolf. The theme of the campaign: youthful joy and freedom.

WATCH: KHALID REVEALS HIS OWN ROAD TO COACHELLA

Ahead of Coachella’s opening weekend, BMW’s influencer partners, including personalities like Paris Hilton, Laura Marano and Ross Butler, each headed to Palm Springs in a newly decked-out BMW and, of course, documented their journey on social media. Riding on that initial buzz, Khalid then announced his Road to Coachella Pit Stop to fans online.

The Pit Stop, which was located at the BMW of Palm Springs dealership and was open to guests Thursday through Sunday of Coachella’s opening weekend, was home to an array of exclusive merchandise, the “Free Spirit” fleet of BMWs and Khalid’s own van, also designed to match the artist’s album cover. In addition, there was a claw machine that gave fans a chance to snag custom Khalid Road to Coachella bandanas (which could be custom embroidered on-site), food trucks, games, music and, on Saturday—a visit from Khalid himself. Agency: Mirrored Media, Santa Monica, CA.

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Photo courtesy: BMW


Check out the full article HERE on EventMarketer.com

Forbes Feature: How Big Brands Are Reaching New Audiences At Coachella

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By Yola Robert, Contributor

Coachella
Coachella CHRISTOPHER POLK FOR TEEN VOGUE.

Coachella has become one of the biggest festivals in the country with over 125,000 attendees each weekend this past year which does not include the number of people that travel to the area for the parties or activations. It is estimated that Golden Voices’ Coachella and Stagecoach generate approximately $900 million in economic activity around the Coachella Valley area. With the majority of attendees contributing to the almost billion dollars in economic activity consisting of Gen Z and millennials, major brands have the opportunity to build relationships with new audiences that they would not typically interact with otherwise.

“For brands, identifying influencers is easy. Paying them to post is easier. Building a trusting relationship where both sides can add value to the other (without feeling used) is the ultimate challenge. ‘Return On Influence’ is the new ROI,” says Christopher Rockwell of LOVE, a brand strategist who helps companies like Audi, Fendi, and Google. 

Revolve has proven that activating at Coachella is a must for brands looking to boost revenues while staying culturally relevant. But Revolve isn’t the only brand that shines its presence in the desert; Express, BMW, American Express, Create & Cultivate, Rachel Zoe, Levi’s and Neon Carnival have all invested in creating an experience to connect with existing customers while reaching a new audience.

BMW

Kahlid next to the Khalid designed BMW i8 for #roachtocoachella.
Khalid next to the Khalid designed BMW i8 for #roadtocoachella. BMW

BMW returned to the desert for #roadtocoachella produced by Mirrored Media with Khalid as their 2019 artist. Khalid designed the art for a fleet of BMW i8’s to be driven down to the popup by influencers and celebrities. At the popup, fans got to meet Khalid, shop the collab merch and test out the i8’s. BMW has taken an unconventional approach in making its activation more about a lifestyle rather than a car.

“As the world´s most vibrant music and art festival, Coachella is an ideal match from a brand perspective. At BMW, joy is in our DNA, and with experiences like #roadtocoachella, we are able to connect authentically, yet unconventionally with young (at heart) people in a very emotional way. Coachella broadens our community from an automotive company to a more accessible & inspiring lifestyle mobility brand.”  Stefan Ponikva head of BMW events and BMW group shows.

Check out the full article HERE on Forbes.com

BMWi and Khalid Open Pit Stop, Bring Influencers on #RoadtoCoachella

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Munich. BMW i is once again one of the official partners of the Coachella Valley Music and Arts Festival in 2019. For the last two years, BMW i has been building up to the festival on social media with #RoadtoCoachella and is also showcasing a unique Coachella design for its BMW i models. The striking look featuring flames and the image of a wolf is inspired by the current album cover of global superstar Khalid.

“The variety of live concerts at Coachella Festival is a great playground for creativity. At Coachella, the internationally most famous stars of the industry meet the most enthusiastic audience. Innovation and inspiration are the values that BMW i shares with the iconic festival, making it an ideal partner. We look forward to working with the festival and Khalid, one of the most exciting artists of contemporary soul music and a passionate BMW driver“, says Stefan Ponikva, Head of BMW Brand Experience Shows & Events.

“I love road-tripping, hopping in my car and driving back home to El Paso is 12 hours each way from LA. To me, BMW, especially BMW i8, is the embodiment of freedom on the road. I really feel like a free spirit when I’m driving and listening to music.”

-Khalid

Khalid is one of the most popular artists of his generation. It is therefore no surprise that Khalid is one of the headline acts at the upcoming Coachella festival. He inspired the festival fleet of vehicles for BMW i based on the cover of his new album ‘Free Spirit’. The Road to Coachella embodies the Free Spirit mentality of a fun road trip with friends to one of the greatest music festivals.

Some of the best-known international names will travel to the venue with BMW i a day before the festival begins to experience the design of the BMW i Coachella fleet for themselves and to explore Palm Springs. Follow the hashtag #RoadtoCoachella to virtually join Paris Hilton, Lena Gercke, Laura Marano and other influencers.

In addition to the actual festival programme, there is also something special in store for fans of Khalid. Together with BMW i, the singer will open a ‘Pit Stop’, where exclusive merchandise will be available for purchase. BMW of Palm Springs (3737 E Palm Canyon Dr, Palm Springs, CA 92264 USA) will be transformed into a must see fan experience away from the festival site with music, a food truck and other lifestyle initiatives. Khalid will announce the exact opening times himself on social media. 

The creative design interpretation of BMW i electric vehicles reflects the special, diverse spirit of the festival. Coachella is once again taking place at the Empire Polo Club in Indio, California. BMW i is supporting the event over the entire period from 12 to 21 April 2019. Almost 200 acts will thrill thousands of international visitors over the two weekends.

Mirrored Media is proud to partner with both BMW i and Khalid to bring this collaboration to life for Coachella 2019. Follow #RoadtoCoachella on social media to see the fleet head to Indio for both weekends of Coachella. Read more on BMW.com

Us Weekly: Khalid and His New Album ‘Free Spirit’ Inspired the BMW i Festival Cars Heading to Coachella 2019

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And if the painted flames and image of a wolf looks familiar to you, that’s because BMW i was inspired by Khalid’s new album ‘Free Spirit.’

And it’s a mutually beneficial partnership produced by Mirrored Media. Khalid admits to getting ideas for his music while on long drives in his BMW i. “I love road-tripping, hopping in my car and driving back home to El Paso is 12 hours each way from L.A. To me, BMW, especially BMW i8, is the embodiment of freedom on the road. I really feel like a free spirit when I’m driving and listening to music. I love making music that you can crank up and drive to with the windows down,” Khalid said in a press release.

Khalid BMW
Khalid BMW i

And Khalid isn’t the only A-lister heading down to Coachella in a funky car. ParisHiltonLena GerckeLaura Marano and other influencers will be traveling to the venue with BMW i a day before the festival begins to experience while exploring Palm Springs.

If you’re not lucky enough to get your own personalized automobile, fans of Khalid can check out the ‘Pit Stop’ at BMW of Palm Springs where visitors can purchase exclusive merchandise, enjoy a food truck and listen to great music.F

BMW i is supporting the event throughout weekends 1 and 2 from April 12-21.

Read the full article HERE at USWEEKLY.COM

Mirrored Media Wins Agency of the Year

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Mirrored Media is excited to announce that we have won the 2019 Agency of the Year award by Eventex Awards.

Founded in 2009 to celebrate creativity, innovation and effectiveness in the industry, today Eventex Awards is the most coveted and recognizable competition in the world of events – a true symbol of high achievement and excellence.

Road To Coachella With Khalid – iHeart

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Are you “Young Dumb & Broke?”  Are you looking for a “Better” way to get from the “Eastside” to Coachella?  Well here’s your chance to ride in style!  iHeartRadio has teamed up with Khalid and BMW i to send you to Coachella in a BMW i8!  That’s right, we’re giving you airfare to the Coachella Valley, hotel accommodations throughout the festival weekend, 2 VIP tickets and VIP passes to park your Khalid wrapped BMW!  All you need to do to is listen to Khalid radio on iHeartRadio and ENTER TO WIN!

THE 2019 AME AWARDS Finalists

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Mirrored Media is proud to announce that we have been selected as a finalist in the 2019 AME WORLD’S BEST ADVERTISING & MARKETING EFFECTIVENESS awards for our Road to Coachella campaign with BMW.

The AME Awards® has honored the World’s Best Advertising & Marketing Effectiveness™ since 1994. To earn a prestigious AME Award, an entry must demonstrate groundbreaking solutions to challenging marketing problems and exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning. Entries submitted into the AME Awards are meticulously scored by an international panel of judges comprised of top interactive and multidisciplinary marketers, media planners, strategy directors, social media experts, and creative directors from 5 regions around the globe.

With a 25-year reputation for awarding high-caliber entries created by some of the planet’s most accomplished creative talent from the world’s top international agencies on behalf of prominent global brands, the prestige of being recognized as an AME award-winning campaign is an enviable achievement.

See all of the finalists HERE.

Fader Fort 2019 x Builder by Engineer.ai

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Mirrored Media is excited to announce that we will be bringing Builder by Engineer.ai to SXSW this year. Builder has teamed up with Fader to provide a custom RSVP backend for SXSW’s most anticipated event, Fader Fort.

The FADER FORT is returning to Austin, Texas for its 17th consecutive year, from March 13-15. This year’s line-up includes Megan Thee Stallion, Omar Apollo, Charly Bliss, Queen Key, Novelist, Lil Gotit, and many more to be announced.

In addition to providing live programming from daytime into the evening, FADER FORT and Spotify Premium will be introducing panel programming for the first-time ever at the festival, accessible to Spotify Premium subscribers. Further details on the panels, and more at FADER FORT including additional artist performances, will be announced at a later date.
As in previous years, FADER FORT will be a guest list-only event, with invites received via email. There will be no public RSVP, and private invites will be non-transferable. FADER FORT’s custom RSVP is powered by Builder by Engineer.ai, the future of app development.

The FADER FORT is made possible this year by FORT partners Austin FC, INTRINSIC Wine Co, RED Hydrogen, SmartWater, Spotify Premium, TikTok, Select, and Xbox.FADER is also partnering up with Compound — a cutting edge gallery and creative space in The Bronx — for a one-night photo exhibition celebrating our new photo book, Setting The Stage, on March 7. Check out the details for that right here.

Miles Davis House x Builder by Engineer.ai

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Miles Davis House x Builder by Engineer.ai

AUSTIN, Texas (March 5, 2019) – In The Spirit Of Miles, Celebration Promotes Music, Art and Cultural Progressiveness, Featuring A Stellar Line-up Of Multi-Genre Emerging Talent

POWERED BY BUILDER BY ENGINEER.AI

Kind Of Blue Scotch Whisky Served

Miles Electric Band, Micah Nelson/The Particle Kid Featuring Sunny War, David Wax Museum, Dos Santos, Striking Matches and Cedric Burnside Perform

WHO: Erin Davis (son of Miles), Cheryl Davis (daughter of Miles) and ​Vince Wilburn, Jr. (nephew of Miles), representing Miles Davis Properties, LLC.

Featuring live performances by Miles Electric Band, Micah Nelson/The Particle Kid featuring Sunny War, David Wax Museum, Dos Santos, Striking Matches and Cedric Burnside.

WHAT: Miles Davis House is an annual SXSW day party hosted by the Miles Davis family and featuring a wide cross section of multi-genre emerging talent, the next generation of musical disruptors. In the spirit of Miles, the celebration promotes music, art and cultural progressiveness. Kind Of Blue Scotch Whisky and specialty cocktails will be served. A new Miles Davis T-shirt will be available with original artwork by Francine Turk.

The event is powered by Builder by Engineer.ai. Additional sponsors include Miles Davis Estate, Legacy Recordings/Sony Music Entertainment and Riviera Imports. Music is curated by The Miles Davis Estate and Andrew Leib, with production by Antone’s.

Please download this special web app for admittance: https://www.engineer.ai/milesrsvp

Engineer.ai is teaming up with the Miles Davis Estate to power the guest management platform for the event through its Builder product. Engineer.ai empowers anyone with an idea — from e-commerce platforms to social apps — to build it without learning to code. Combining AI+human developers to create a software assembly line, Builder delivers custom software products quickly, simply and affordably. As a result, an entire #BuilderGeneration — from individual dreamers, to entrepreneurs, to enterprise-scale solutions for businesses— is emerging and realizing their dreams. A technology partner for life, Engineer develops, hosts, and maintains custom software for its customers.

Miles Davis, one of the most innovative and influential figures in music, epitomizes the #BuilderGeneration. Throughout his career, he constantly innovated, breaking down barriers and appealing to broader audiences across genres. As a result, he inspired entire generations of innovators, making Builder and the Miles Davis Estate a natural partnership. Engineer.ai works to inspire an entire #BuilderGeneration of dreamers, creative individuals and companies to build their technology ideas.

Miles Davis House supports HOME, a non-profit 501c3 on a mission to renovate the childhood home of Miles Davis.

“SXSW for many years has been a showcase for young talent and we wanted to be a part of it. We wanted to help bring new talent to light, in different genres together, just as Miles also introduced new talent in his band” – Miles Davis Estate

About Engineer.ai
Based in London and Los Angeles, Engineer.ai was created to empower anyone with an idea to build it without needing to code. Engineer.ai has already attracted hundreds of customers across the globe, from e-commerce and m-commerce platforms, to social apps, who have used the Builder platform to create products like BBC, DiditFor, Virgin, and Manscore. Engineer.ai combines AI+human developers to create a software assembly line that builds custom software products quickly, simply and affordably. A technology partner for life, Engineer develops, hosts, and maintains custom software for its customers. In 2018, the company secured a $29.5M Series A funding round, one of the largest in Europe. For more information on Engineer.ai and its Builder platform, please visit https://builder.engineer.ai.

WHERE: ANTONE’S 305 E. 5th Street, Austin TX
Free & Open to the Public
*Please download this special web app for admittance: https://www.engineer.ai/milesrsvp

WHEN: FRIDAY, MARCH 15
12 noon – 6 p.m.

12 noon Cedric Burnside
1:00 p.m. Striking Matches
2:00 p.m. Dos Santos
3:00 p.m. David Wax Museum
4:00 p.m. Micah Nelson/The Particle Kid featuring Sunny War
5:00 p.m. Miles Electric Band

The Roots Jam Session x Builder by Engineer.ai

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Builder by Engineer.AI is your next generation partner for creating new apps and platforms. The Builder platform unites two essential engineering principles, building and operating, under a single common methodology. That’s why with Builder, you don’t have to be a coder to bring your next project to life – all you need is an idea.

To showcase this platform’s incredible capabilities, Mirrored Media partnered Builder with Grammy Award-winning legends The Roots for their annual Grammy Jam. Occurring the week before the Grammy Awards, The Roots Jam Session is a two-day event that brings together an eclectic and unforgettable mix of musicians for an impromptu jam session with backing from the Legendary Roots Crew; a group that Rolling Stone magazine has called “one of the 20 greatest live acts in the world.”

Guest performers included:

  • 2 Chainz
  • Anderson .Paak
  • Esperanza Spaldin
  • Jorja Smith
  • Swizz Beatz

…and many, many more.

With this caliber of guest on the list, The Roots needed a platform that they could customize and trust. That’s why they collaborated with Builder to create a personalized platform that they were able to easily upload their list of attendee names into, with multiple different ticket types. This new platform allowed the Roots to own the process from start to finish – as opposed to trying to work around a pre-built, generic RSVP platform like Eventbrite. Onsite, managers had admin access direct from their phones, while check-in staff raved about the ease of the platform and its ability to easily search guests by their first or last name and by the individual who invited them. Plus, with a one touch check-in, we kept the line moving while also ensuring that there were no accidental duplicates, repetitions, or errors.