As the world’s media forms around the Coachella festival this year, sponsors are looking for innovative ways to promote their brands to the fashionista festival goers. The festival that is held on two weekends in April has already wowed crowds with the hologram performance from rapping legend Tu-Pac.
Sponsors including Heineken, Hyundai and H&M are taking advantage of the crowds and their social media traffic to experiment with new types of brand advertising. Compared to the standard concert sponsorships of the recent years now marketers are able to offer experiences to their consumers and encourage interactivity with their brand.
Heineken, one of nine companies sponsoring the event, has attracted a buzz for its Cold Storage Room, wherein Coachella attendees can store up to two cases of the Dutch beer in a cooler accessible only with the owner’s scanned thumbprint. Since the festival goers can’t bring outside drinks into the venue, Heineken provides a service and becomes the beer of choice for thousands camping and partying at the event.
At a drive-in theatre on the campgrounds, carmaker Hyundai is screening its music documentary “Re:Generation,” in which DJs and other young artists collaborate with older musicians. Hyundai Veloster presents the film. Hyundai is reaching out to an audience of content creators. Interactive experiences with fans might be more memorable, but of course, If the experience is poorly executed fans will be able to express their negativity on social media sites across the globe.
UK festival goers have been warned that if these ‘trial experiences’ gain the buzz the sponsors require both online and offline, their next festival experience may be a difference experience altogether.
What do you think about interactive marketing?
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