EVENTMARKETER: FESTIVAL ACTIVATIONS: HOW SPONSORS MARKED COACHELLA’S RETURN TO IN-PERSON
BMW’s Road to Coachella platform, which launched in 2017, once again featured a content creation journey documented by artist and influencer partners on their way to the event in a fleet of all-electric BMWs. The brand this year teamed up with festival performer and Grammy Award winner Doja Cat, whose album artwork for Planet Her was used to inspire custom wraps for BMW’s iX and i4 Road to Coachella fleet. The campaign also featured original content with exclusive behind-the-scenes looks at the artist’s personal trip to the show and performance rehearsals.
BMW also partnered with festival headliner Swedish House Mafia on an event at Zenyara, where it performed its first-ever Spotify livestream, and attendees could check out three custom-wrapped BMW iX models designed for each of the band members. The event additionally featured a display of the Doja Cat-wrapped iX complemented by a curated neon experience. Doja Cat herself stopped by to meet the BMW Road to Coachella influencer crew and shoot social content.
In addition to artists, the automaker worked with a diverse team of creators this year, who along their content-capture journey were offered accommodations in the Road to Coachella hotel. The property featured custom branding, framed images of past platform artists, gift bags, a pool takeover, an exclusive check-in with branded room keys and neon signage and décor throughout. Influencers were also invited to a curated dinner overlooking Palm Springs to kick off the first festival weekend. Agency: Mirrored Media.
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