More than 20 brands joined music fans in California as Coachella is back in-person for the first time in 2 years. Many brands tied their deals back to unique campaigns or experiences at the festival. Along with attendees at the event held over two consecutive weekends, millions around the world saw some of their favorite artists hit the stage. Doja Cat, Megan Thee Stallion and Billie Eilish were on stage which was made possible via livestream.
Many of the festival’s brand partners created unique experiences for fans in attendance & utilized technology to bring the experience to fans.
YouTube created a livestream during the festival’s first weekend on April 15-17. The Coachella live stream featured six creators operating out of the YouTube shorts documenting their festival experience. Fans were also able to live chat on the stream as well as have access to exclusive merchandise from artists via YouTube shopping.
Lay’s, in person at Coachella, debuted their Potatodomes experience across the festival grounds. Potatodomes included art, sampling room and a four-course tasting experience.
BMW had a #RoadToCoachella campaign featuring original content from Doja Cat. Within this partnership, Doja Cat designed a custom wrap with Coachella branding on the BMW iX vehicle.
Cryptocurrency brand, FTX created an NFT named the “Coachella Keys Collection”. The NFT was a promotion that included 10 one-of-one NFTs that grant lifetime festival access and VIP on-site experiences for Coachella. It also granted front row access to the Coachella Stage, onstage access at the Sahara Tent, and dinner by a celebrity chef.