Road to Coachella Archives - Mirrored Media

Press Release: PR Daily Announces Content Marketing Awards Winners

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MIRRORED MEDIA WINS PRESTIGIOUS PR DAILY CONTENT MARKETING AWARD FOR BMW i ROAD TO COACHELLA

SANTA MONICA, CA — Mirrored Media was recently named a winner of PR Daily’s 2019 Content Marketing Awards in the MEDIA AND ENTERTAINMENT category for its ROAD TO COACHELLA 2019.

Ragan Communications and PR Daily run 11 awards programs each year, including the prestigious Digital PR and Social Media Awards, PR Daily Awards, Employee Communications Awards and Video and Visual Awards. Judged by globally regarded experts and featuring multiple categories, these programs honor the top work in communications, PR, marketing and media. 

PR Daily’s Content Marketing Awards celebrates teams, organizations and consultants who have redefined the field with their groundbreaking work. As a winner in the program, Mirrored Media joins an elite group of past winners, including Turbo Tax, Microsoft News Center, Aflac, Blavity, Tijuana Flats, the National Fire Protection Association and Yazaki North America.

Additionally, Mirrored Media was chosen from a wide pool of entries to receive an honorable mention in the Brand Awareness and Influencer Content Markerting categories for the impact of its 2019 Road to Coachella campaign.

For a third consecutive year, the BMW i #RoadtoCoachella campaign blended music, design, technology, sustainable mobility and the journey that fans and artists take to get to Coachella. In previous years, the brand, along with its partner Mirrored Media, turned to artists including Hans Zimmer, Marshmello and John Gourley of Portugal. the Man to serve as partners to establish the connection between the music festival and BMW i. Its work in 2019 was no different, earning the agency first place in the “Media and Entertainment Campaign” PR Daily’s Content Marketing Awards.

The 21-year-old global superstar Khalid was selected based on his recent performance on Saturday Night Live and the release of his new album days before his appearance at Coachella. The campaign had numerous objectives, including creating an authentic conversation between BMW i and the Coachella audience, developing original art, integrating the BMW i fleet into the campaign, partnering with influencers to expand the reach of the campaign, creating live experiences that drive online conversation and content sharing, and more.

Mirrored Media has executed flawlessly in the past. Building on the two previous campaigns, the agency took elements of Khalid’s art—already painted on a van for his album cover—to wrap a fleet of BMW i8 Roadsters. The team also partnered with more than 30 influencers, sending them on the road to Coachella in the fleet of custom-wrapped Khalid BMW i8s.

Khalid also partnered with Mirrored Media to build a unique pop-up experience during the festival’s first weekend; Khalid made a surprise appearance to meet and take photos with influencers. The campaign, as it has in the past, generated more than 1 billion impressions, achieving each of its goals, notably drawing attention to the BMW i series.

“Mirrored Media set themselves apart from an outstanding field of applicants. Their work was exceptional and displayed their innovative strategies for achieving success. Congratulations, Mirrored. We look forward to your continued success,” said Brendan Gannon, Marketing Manager for Awards Programs at Ragan Communications.

About Ragan Communications

Ragan and PR Daily run 11 awards programs each year, including the PR Daily Awards, Employee Communications Awards, Communicators of the Year Awards (formerly the ACE Awards) and its inaugural Top Women in Communications Awards. Judged by globally regarded experts and featuring multiple categories, these programs honor the top work in communications, PR, marketing and media. 

Ragan Communications operates two of the top news and information sites for the PR and corporate communications industry: Ragan.com and PRDaily.com. Together, these daily news sites attract more than 700,000 global visitors monthly.

Ragan is the leading provider of conferences and online training for PR, media relations, and corporate communications professionals. 

To read more and see the rest of the winners, go to Ragan.com/awards.

EventMarketer: Why the Music Industry is Tapping Into the Power of the Pop-Up

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By: Kait Shea

The allure of the pop-up has permeated a new industry: the music biz. Artists from Slipknot to Madonna are leveraging pop-ups to hype new tours, engage fans and push merchandise in an era when album sales are no longer a musician’s bread and butter. Some feature brand partners, many include interactive experiences and virtually every genre of music has been covered (look no further than this pop-up dedicated to Johann Sebastian Bach). For some experiential inspiration, take a look at the following steal-worthy pop-up strategies inspired by the modern music industry.

Khalid

With his sights set on balancing “Instagrammable moments and a tangible item” Khalid promoted his sophomore album “Free Spirit” with a pop-up shop created in partnership with BMW during this year’s Coachella Valley Music and Arts Festival. The contemporary soul artist (and BMW driver) helped the automaker outfit an assortment of its vehicles to match the aesthetic of his album cover, which features flames and a wolf, ahead of the event.

During the festival, the “Pit Stop” pop-up offered limited-edition merchandise, a look at the fleet of “Free Spirit”-inspired BMWs and Khalid’s own restored ’70s-era van, which was also designed to match the album cover. In addition to shoppable merch, the pop-up experience featured a claw machine that gave fans a chance to snag exclusive Khalid bandanas (which could be custom embroidered on-site), food trucks, games, music and, on one afternoon—a visit from Khalid himself. Agency: Mirrored Media, Santa Monica, CA.

Read the full story from EventMarketer here.

Announcing Mirrored Media as one of PR Daily’s Content Marketing Awards finalists

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The finalists in PR Daily’s Content Marketing Awards know that compelling content can capture the attention of busy audiences. They told powerful stories and delivered impeccable messaging that captivated audiences and achieved outstanding results.

Mirrored Media’s BMW Road to Coachella campaign has been named a finalist in the following categories:

  • Brand Awareness
  • Influencer Content Marketing
  • Media and Entertainment

See all the finalists HERE. Congratulations to all of this year’s finalists. Keep an eye out for our winners announcement coming soon.

Mirrored Media Awarded Gold, Silver, & Bronze in Summit

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Mirrored Media is proud to announce that we’ve won three Summit Creative Awards for 2018’s BMW i Road to Coachella in the following categories:

Gold: Social Media Campaign

Silver: Online Campaign

Bronze: Engagement/Experiential

Small and medium-size agencies worldwide produce a great deal of outstanding advertising, yet creative competitions are dominated by large advertising agencies, large clients, and large budgets.

Since 1994, the Summit Creative Award has recognized creative firms and helped them stand out in the crowd. This international advertising competition offers participants a unique opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field. Our exclusive award-selection process means winners have earned the right to broadcast their achievements far and wide.

Companies and individuals from more than 50 countries and across five continents have participated in this prestigious 25-year competition – the first and best of its kind.

The Summit Awards is the oldest and most prestigious organization administering marketing awards exclusively for small firms. Throughout our twenty-five year history, the SIA Creative Award is established as one of the premier indicators of creative and communication excellence. Using stringent evaluation criteria and a blind judging process, the Summit International Awards competitions reward only those firms whose work exemplifies the best in its class.

Read more about the Summit Awards here.

Forbes: Q&A: Khalid On Cars, Coachella, Hanging With ‘The Rock,” Billie Eilish And More

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By: Steve Baltin, Contributor

It is quite a time to be Khaild. In the last two months, the 21-year-old has scored a No 1 album, Free Spirit; hobnobbed with Taylor Swift, Dwayne “The Rock” Johnson and many more at the Time 100, a gathering of those selected by the magazine as the most influential people; played Coachella and Lollapalooza shows in South America, and is getting ready to kick off his first arena tour.

So when I spoke with Khalid on a recent Friday afternoon as he got ready to play at Syracuse University that night there was a lot to discuss, from his BMW activation leading up to Coachella, to hanging with “The Rock,” his admiration for Billie Eilish and why he is still so grateful and appreciative of his fans.

Steve Baltin: Being at Time 100 were there those people for you outside of music you were excited to meet?

Khalid: I met “The Rock,” [Dwayne Johnson] had a personal conversation with him and it was super, super awesome. He was really nice. I kind of looked at it as us just meeting but then I saw he posted a picture of us on his Instagram story and he said that I have soul. I really appreciated that. I held that to my heart definitely.

Baltin: Because you do work with so many musicians it is almost more exotic and unique to meet people outside of music?

Khalid: In my life right now everything feels like a dream and it’s all unraveling in front of my own eyes. I’ve been really big on music, music has definitely been my forefront. It’s always super cool to step out of your element and go into a different world to see people that I’ve seen on TV cause I don’t know how it is to be an actor or to see people who are in politics or journalists. I don’t know how it is to be any of those things other than a musician, so it’s super cool. It really puts you into a different perspective because I’m like, “Wow, there’s so much talent in the world on every aspect.” Everyone deserves to be where they are, especially at the Time 100, everybody deserves their spot. I just happen to be acknowledging and appreciating the other 99. I was like, “Wow, I can’t believe I’m on the list myself.” It was definitely a blessing.

Baltin: I have found being at FORBES there are a lot of similarities in successful people, from business to athletes to musicians. Did you find talking with these people at Time 100 there was a lot in common?

Khalid: It was cool talking to Gayle [King] as well, me and “The Rock” and Gayle, we even took a selfie together. But before we took the selfie we had a conversation and she asked me and “The Rock,” “Where were you when you got that call? What were you guys doing and how did you feel?” And it was super interesting to hear, we all have different routines, to hear Gayle’s routine and to hear “The Rock”‘s routine. And then for me to be like, “Well, when I found out I was laying on the couch and I get a call. I called my mom immediately and I talked to her.” It was something that was super, super amazing, but that’s only three people out of 100 who all were given the Time 100. I don’t know how all of the people felt about what they received and how they held it to their hearts, but I could tell the energy of the room was genuine. Everyone was gracious, everyone was appreciative and they were all supportive because when I sang for everybody I was so nervous. But they showed me so much [love] because everybody has all been there, different levels. I haven’t been making music that long; I wrote my first song in 2015. A lot of the people who were in the room have been working for decades. So they’ve all been there, they’ve all been in my place, even having a conversation with Taylor Swift, this is her second time being on the list. And her first time, she told me, she was exactly where I was. I was a dreamer, we were all dreamers. We just so happened to accomplish our dreams and I think that’s beautiful.

Baltin: What was it about the Coachella activation and working with BMW that excited you?

Khalid: The activation I did with BMW and Coachella was something I was super interested in because I love BMW. Living in Germany for six years, my mom owned a three series and that’s the car I would say, sitting in the backseat as a 12-year-old, “I can’t wait to get in the front and drive.” When I bought my own car my car was also a BMW, a four series. Then I traded that in, now I have a M6 and I’m definitely gonna get another BMW. So I feel like it made the process easier for me business wise. I was so open to it because it was something I was extremely interested in and wanted to be a part of. I think across the board that’s the dream. Dreaming of having a car, dreaming of performing at Coachella, being on that stage. Cars are something I love so much; I’ve always been a fan of cars growing up. So it was really cool to see my little Free Spirit cars riding around town, seeing people from like Paris Hilton to whoever driving these cars.

Baltin: Since all of this is still so new for you as well and you can remember being a fan so recently, I imagine it’s even more important to interact with the fans as you did in this activation.

Khalid: Yeah, that’s why I do it. I was a fan first, I’m always a fan of music. I’m a fan to this day of so many different people and there are so many artists to this day who I would still love to meet and I would geek over. So it’s cool to know I have the relationship I do have with my fans. I feel like it’s very strong. I give it up to my fans because they make the time, dedicate time to travel hours sometimes to come and see me wherever I am, stop what they’re doing, leave work early, leave school early, whatever it is for a couple of minutes. So I make sure that every meeting I have with a fan I talk with them and give them what they deserve. That’s a personal conversation because we’re all humans. So to work with a business or activation that is very fan-driven, that is strictly for the fans, that is something I am so geared to because if I can show them my appreciation, whatever way I have to, that’s what I want to do. I always want me fans to feel they are appreciated by me. They’re the reason why, in 2017 I was doing 1,000 or 2,000-person rooms and now I’m going on an arena tour. That’s not because of me by myself, that’s because of the fans.

Baltin: The lead singer of Portugal The Man once told me a story of getting to listen to Led Zeppelin in a Cadillac with Neil Young at Bonnaroo. In honor of that who is the one band you would want to listen to and with which artist in a BMW?

Khalid: Oh my god (laughs), definitely I would want to listen to Fleetwood Mac with Kid Cudi. That would be the trippiest, most free spirited car ride ever. I feel like it would be euphoric.

Baltin: How is the album changing as you play it live?

Khalid: Coachella was already unbelievable and tonight I have a show in Syracuse and I am playing a couple of songs from the album live for the first time in a closed environment, something that is not festival like. And I’m actually really anxious, I’m nervous cause like you said, the fans control the album and they receive it whatever they want to. And I really hope that they sing the words as loud as they possibly can because then it’s going to change my perception of the music as well. It’s one thing to live with an album in a recording studio, but when you live with an album as you’re performing it live every night or other night the songs start to change meaning, they start to hold different messages, you start to see what songs resonate with fans. And when you’re in America or go to Europe or Asia all the songs end up creating their own energy and that’s what I love the most about it. I love recording the songs, that’s definitely a fun process. But performing the songs live, you can’t recreate that feeling, especially having my dancers on the stage with me. We always have a good time and it’s always the best, the music feels way better.

Baltin: Are there particular songs that really stand out to you to do live?

Khalid: I did “Out Of My Head” this past weekend for Coachella and that was amazing, and “Twenty One,” which is also one of my favorite songs off the album. These are songs that I feel like when I was in the studio I strictly wrote for performing them live. I am so excited to perform them live and I feel like those songs are going to change for me. And hopefully the fans like them because I can’t wait for this tour. This tour is gonna be my favorite, the best tour I have ever done. It’s gonna be an amazing journey and I can’t wait to see the fans.

Baltin: Are there artists you’ve watched grow and you admire their evolution?

Khalid: I saw one of Billie Eilish’s first performances a couple of years back and it was at this venue where you had to be a certain age, either 18 up or 21 up and she was like 15 or 16 at the time, it was super interesting to see all these people who were adults, some of them well into their adulthood, and they’re watching this 15-year-old girl. You could see the star power, but you could see how shy she was, how new everything was. And then I saw her at Coachella, I went both weekends. I saw the energy both crowds had, I saw the energy she brought to both crowds, I saw how she controlled the crowd by completely being the true inspiration of herself in the moment. I could see the youth, it was almost radiating off her, just her jumps, how care free she was. She looked free and I can’t wait to see her on tour because she’s definitely one of my favorite shows that I’ve been to.

Mirrored Media was proud to produce BMW’s #RoadtoCoachella campaign for the third year, with Khalid as the featured artist of 2019.

Check out the whole article at Forbes.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

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.