Coachella 2024: Best Brand Activations

Step into the vibrant world of Coachella like never before as we uncover the most captivating brand activations of this year’s festival! With a bustling crowd of over 500,000 enthusiastic party-goers, brands spared no expense in turning the event into a kaleidoscope of unforgettable experiences. Let’s explore three standout brands that dominated the desert landscape.

Picture yourself stepping into the blazing desert sun and discovering a full-fledged Western-themed oasis – that’s the 818 Outpost at Coachella, making a triumphant return for its third year. At its core, this outpost boasted a bustling saloon, offering attendees a delightful escape with complimentary 818 Tequila cocktails, refreshing Sprinter Vodka Soda, and much more. The success of the 818 Outpost stemmed from its vibrant atmosphere, offering a plethora of personal experiences for guests. Whether you wanted to spruce up your festival look with custom cowboy hat customisation at Bumble’s station, capture unique memories with Tezza’s custom photo experiences, or freshen up with a makeup touch-up session from Anastasia Beverly Hills to maintain that flawless look under the desert sun, there was something for everyone. These interactive activities not only elevated the guest experience but also created meaningful connections between brands and consumers. This activation highlights the effectiveness of strategic brand partnerships – each collaborator, from Bumble to Anastasia Beverly Hills, brought something distinctive to the table while aligning with the interests of the festival crowd. By partnering with brands that resonate with the same target audience, 818 Tequila maximised its exposure and reinforced its brand image in a way that felt natural and engaging, ensuring that its brand became an unforgettable part of guests’ experience.

Poppi & ‘coachEARLEa’ stole the spotlight at Coachella by pioneering a bold marketing strategy focused on a single influencer. In a move that seemed risky at first glance, Poppi, the creative soda brand, partnered with influencer Alix Earle, boasting over 10 million followers, for the launch of their new product. Dubbed ‘coachEARLEa,’ this collaboration transformed into an unforgettable experience as Alix and her crew were whisked off to California for Coachella, where they were pampered with a fully stocked house of Poppi drinks and branded merchandise. What set this partnership apart was its authenticity and immersion, resonating not only with Alix but also with her vast audience. Alix’s organic interactions and genuine endorsements throughout the festival amplified Poppi’s presence across social media platforms, turning it into a relatable and buzzworthy brand. This marketing marvel underscores the power of simplicity, emphasising quality over quantity in engaging with a targeted audience. It’s a testament to the potential of personalisation in driving brand loyalty and visibility, offering a valuable lesson for future campaigns seeking to make a lasting impact.

Ever imagined a wellness retreat amidst a music festival? Poosh made it happen with a sprawling 40-acre camping haven, hosting influencers with a total reach of 9.8M for a bespoke wellness experience. From cold plunges to yoga classes and even tattoo sessions, Poosh ensured health took centre stage. Beyond wellness, Poosh curated brand collaborations that elevated the camp experience, from refuelling with Erewhon snacks to customising festival looks at Levi’s denim workshop. This blend of lifestyle and wellness created a memorable and engaging atmosphere for all attendees. Poosh’s activation exemplifies the importance of aligning brand values with event experiences, fostering authenticity and deeper connections with the audience.

As the dust settles on Coachella 2024, these captivating brand activations serve as a testament to the transformative power of influencer marketing and experiential brand activations. By staying true to their core values and creating authentic, immersive experiences, brands have not only generated a buzz but have left a lasting impression on festival-goers, paving the way for the future of event marketing and brand partnerships.