Marketing

Cheetos, BMW, and crypto companies went to Art Basel for experiential marketing this year

The buzzy event wrapped up over the weekend in Miami.
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Rock The Bells / Francis Scialabba

· less than 3 min read

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Art Basel /ärt baah-sel/, noun: A for-profit art festival that showcases more creations than just a single banana taped to a wall.

  • The fair started in Basel, Switzerland, but now has shows in Miami and Hong Kong. Art Basel Miami started last week and wrapped up over the weekend.
  • Journalist Georgina Adam once described the fair as “renowned for its sometimes highly decadent parties…with the combination of the tropical climate, Latin American lustiness, availability of drugs, and luxury hotels that seem to invite excess.”

So why’s a marketing newsletter talking about an art show? Because a few select brand marketers decided to get in on the artsy action this year.

Cheetos: The sticky snack teamed up with LL Cool J’s lifestyle brand Rock The Bells for an art installation at the fair. “As part of Miami’s Art Basel event, onboard a 220-foot, four-story megayacht, artist Lefty Out There will unveil the original work—all made entirely out of Cheetle,” which is the orange Cheeto dust left on fingers post-munchin’, per The Takeout.

🚗: Vroom-vroom maker BMW continued its longtime partnership with Art Basel this year. Days before Art Basel’s kickoff, the company premiered its hybrid-electric concept vehicle, the BMW Concept XM, at a “special event” in Miami Beach featuring a Nas concert and sculpture by artist Kennedy Yanko.

Crypto: In Of course they’re at Art Basel news, crypto payments service MoonPay conducted an interactive scavenger hunt at the event in Miami Beach in partnership with the Bored Ape Yacht Club NFT collection.—PB

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