Marketing

How brands are approaching Coachella this year

Companies like Absolut and Meta are dusting off their event marketing skills for the festival.
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Pxhere

· less than 3 min read

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You might have heard about a certain influencer “airline” taking to the skies for Coachella—but have you seen what brands are doing on the ground?

Absolut: The vodka brand is entering—you guessed it 🥴—the metaverse for the music and arts festival this year. In the metaverse, there’s a three-story digital house where visitors can find “NFT wearables,” cocktail-kit discount codes, and more. IRL Coachella attendees can create avatars at kiosks.

Meta: The artist formerly known as Facebook is partnering with Rolling Stone for a “creator house” activation at the festival. TL;DR: It’s a way for Meta to help influencers learn more about the tools available to them on its various platforms.

HBO Max: Speaking of airlines, HBO Max is making its Coachella debut with an invite-only “pre-flight” lounge inspired by its show The Flight Attendant. The streamer plans to offer wellness treatments like spa services and a juice bar inside the experience.

Lay’s: None other than Lay’s is sprinkling “Potadomes” across the festival where attendees can reserve a “four-course tasting experience” in advance. The brand is also building a lounge that includes a sampling room.

Zoom out: Sarah Dale, senior VP of brand partnerships and strategy at Jack Morton, told Ad Age that client interest in music festivals is back to pre-pandemic levels.—PB

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