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- 1 The Best Coachella 2019 Brand Activations & Influencer Partnerships
- 2 1. CGI Influencer Lil Miquela Interviews Coachella Performers In Partnership With YouTube Music
- 3 2. Amazon Lockers Simplify Festival Item Shipping
- 4 three. HP Enchants Festival Attendees With Futuristic Technology Featuring Rüfüs Du Sol
- 5 four. American Express Leans On Ambassadors To Erect Amex Platinum House
- 6 5. Calvin Klein Encourages Coachella Goers To Rep #MyCalvins
- 7 6. REVOLVE Creates Its Own Mini Coachella
- 8 7. Exclusive #SHEINFestival Draws High-Profile Fashion Influencers
- 9 8. Heineken House Hosts Surprise Music Guests At Coachella 2019
- 10 9. Absolut Pitches Coachella Tent As Official Vodka Partner
- 11 10. BMW Travels The #StreetToCoachella With Khalid & Influencers
- 12 12. Sephora Provides Touchups At Rachel Zoe’s Coachella ZOEasis
- 13 12. NYX Cosmetics Offers Professional Makeovers & Glitter Playground
The Best Coachella 2019 Brand Activations & Influencer Partnerships
After weekend one among Coachella 2019 came to an in depth, the pageant unsurprisingly proved to be a standout occasion for influencers, brands, and attendees. With performances by headliners, Childish Gambino, Tame Impala, and Ariana Grande, this yr also showcased a historic set by BLACKPINK and an amusing efficiency by Billie Eilish. While festivalgoers might have remarked concerning the fest’s seemingly shrinking attendance, its stature inside the pageant group nonetheless dwarfs many different widespread music events.
Last yr, Coachella drew more than 119,000 attendees each day (700,000 attendees in complete over both weekends). Though official numbers aren’t but out there, 2019 attendance will probably put up comparable numbers.
Apart from bodily attendees, hundreds of thousands tuned in on-line to observe the occasion stay. YouTube will proceed its livestream coverage into the second weekend for the primary time this yr, appearing as the event’s exclusive livestream associate for the ninth yr in a row.
Brand activations drew the attention of hundreds in-person, but they reached into the tens of millions online. Marketers love Coachella—here, we’ll break down the top influencer sponsorships and model activations executed at Coachella 2019 during week one.
1. CGI Influencer Lil Miquela Interviews Coachella Performers In Partnership With YouTube Music
CGI virtual fashions are something of a novelty within the influencer world, but Lil Miquela has taken her career to new heights at Coachella 2019. In partnership with YouTube Music, Lil Miquela curated her personal Coachella playlist and received to visit the desert to satisfy up with prime music artists, comparable to J Balvin. As her first “appearance” at Coachella and first time hosting on video, the CGI influencer’s position as an artist interviewer is a head-turner.
Miquela’s journey by means of Coachella 2019 is documented on her Instagram feed or may be watched by way of YouTube interview livestreams. A take a look at her weekend one Instagram recap reveals an intricate story that sounds too actual for a virtual robotic—from dropping her necklace, to posing in Coachella-themed outfits, to run-ins with music artists, to golf cart adventures, Miquela’s Coachella experience successfully lands YouTube Music among a crowd of hungry followers.
Miquela’s capacity to captivate her audience and drum up curiosity on YouTube’s livestream channel demonstrates the legitimacy of CGI influencer brand sponsorships. While her YouTube Music partnership might additional potentiate her influence, it additionally places YouTube in an progressive mild. YouTube’s badge as the official livestreaming associate of Coachella coupled with its CGI influencer sponsorship spotlight its dedication to creating the occasion extra expansive, immersive, and experiential throughout the globe.
2. Amazon Lockers Simplify Festival Item Shipping
Amazon has leaped onto the Coachella 2019 scene by offering lockers for festivalgoers. Putting convenience atop glam, Amazon Lockers serve to allow attendees to retailer pageant necessities from Amazon’s curated storefront for pickup once they arrive. The transfer has thrust Amazon into the Coachella spotlight, permitting the e-commerce behemoth to flex its pageant muscular tissues.
Amazon cleverly capitalizes on Coachella by catering to the wants of hundreds of event attendees who wrestle to transport all their pageant equipment and gadgets. By buying on Amazon’s Coachella shop, festivalgoers don’t have to fret about forgetting their telephone charger, sunblock, handheld fan, Polaroid digital camera, jewellery, or snacks—they will purchase all these things and more, and have them shipped to an Amazon Locker on Coachella’s grounds.
To increase awareness concerning the pageant perk, Amazon partnered up with a handful of Instagram influencers, including Charlotte Bridgeman (@charlottebridgeman), Lissette Calveiro (@lissettecalv), Mike Tommasiello (@nydoorman), and most prominently, Vanessa Hudgens (@vanessahudgens). Each influencer noted the convenience and convenience of using Amazon Lockers and used the tag #AmazonLocker for consistent messaging.
three. HP Enchants Festival Attendees With Futuristic Technology Featuring Rüfüs Du Sol
As the official know-how sponsor of Coachella, HP pulled out all of the stops for Coachella advertising. The model carried out two distinct experiential advertising campaigns:
- The HP Lounge: a space made obtainable for attendees to recuperate, take heed to music takeovers, and check lately launched HP products.
- The Antarctic: a 360-degree projection mapped experience that displays audiovisual art powered by HP products.
Coachella is an occasion celebrating music, artwork, and creativity. HP’s execution of both art-centric installations aligns the model with Coachella’s central themes and ingratiates the brand with festivalgoers. To enhance the impression of both installations, HP partnered with a wide selection of Millennial influencers, reflective of Coachella’s dominant demographic, to showcase the installations on social media.
HP additionally labored with Intel to placed on quite the “Underwater” show for the discharge of Rüfüs Du Sol’s new visible music video. Pop artist TJ Black (@cloudtalkmusic), singer Jaci Butler (@jacibutler), stunt actor Kevin Arnold (@kevinarnold), visual designer Kyle Huber (@asenseofhuber), and actor Reid Harper (@reidhaprer16) have been five notable influencers who created sponsored Instagram content highlighting the artistic HP activations.
four. American Express Leans On Ambassadors To Erect Amex Platinum House
On tempo with final yr, American Express propped up its influencer advertising strategy and model ambassador program by way of its ongoing #AmexAmbassadors marketing campaign. Showcasing influencers and traditional celebrities having fun with exclusive benefits and experiences that include having an American Express credit card, the #AmexLife at Coachella is high-class.
In keeping up with its fame for exclusivity and a luxury way of life, American Express hosted a star-studded get together in its Amex Platinum House for influencers and card members. The occasion and Coachella installation served to strengthen the association between an American Express card and opulent experiences.
Much like it did at Coachella 2018, the model partnered with a forged of celebrities and mega-influencers to promote its platinum card and Coachella social gathering. Model Rocky Barnes (@rocky_barnes), singer Cierra Ramirez (@cierraramirez), artistic directors Patric Janelle (@aguynamedpatrick) and Jones Crow (@jonescrow), style and entertainment influencer Stephanie Ann Shepherd (@steph_shep), nail artist Britney Tokyo (@britneytokyo), and actress Kathryn Newton (@kathrynnewton) have been eight of the superstar influencers who shared sponsored content on Instagram.
5. Calvin Klein Encourages Coachella Goers To Rep #MyCalvins
Playing off the model’s Spring 2019 marketing campaign that includes movie star influencers like Kendall Jenner and Shawn Mendes, the #MyCalvins House at Coachella gave fans the prospect to recreate shareable photograph moments from the marketing campaign. Those who entered have been meant to really feel like a “houseguest” as they traveled by way of rooms of the home.
In preparation for the occasion, Calvin Klein partnered up with numerous Instagram influencers to advertise their prolonged website discount on their pageant collection. Ronald W. Thomas II (@themaleprepster), Kristen Bousquet (@kbousq), Denzel Bryan (@thedenzelb), On Refaeli (@onrefaeli), Liz Beecroft (@lizbcroft), Mauro (@maurorja), and Prince (@princelifted) have been seven of a handful of style influencers who shared sponsored Instagram posts leading up to and in the course of the occasion.
In addition, Calvin Klein sponsored rapper sensation CHIKA (@oranicuhh) as she carried out her new single, “No Squares” on the #MyCalvins House Coachella. The music video options the music artist sporting a customized Calvin Klein white tee together with her identify CHIKA in the branded font.
6. REVOLVE Creates Its Own Mini Coachella
Perhaps the most important influencer presence at Coachella through the years, REVOLVE is not any stranger to livening up the Coachella social gathering. At Coachella 2018, the brand hosted an invite-only “REVOLVE Festival” on April 14-15 that included musical acts among the many likes of A$AP Rocky and Snoop Dog. The clothes model’s Coachella initiatives have a fame for being mini-festivals themselves.
Fast ahead to Coachella 2019, and REVOLVE was on the identical monitor working with Kendall Jenner, Cardi B, and Emily Ratajkowski to kick off weekend one at V Palm Springs Hotel to host over 130 influencers, artists, fashions, and musicians.
To amplify the reach of its Coachella activation, the brand recruited the help of influencers and celebrities who showcased their presence at REVOLVE Festival sporting the model’s clothes. Actress Shay Mitchell (@shaymitchell), designer Draya Michele (@drayamichele), DJ Lupe Fuentes (@lupefuentes), model Janice Joostema (@janicejoostema), and actress Madison Pettis (@madisonpettis) have been among the celebrities who created sponsored content material.
On the influencer aspect, way of life blogger Talia Hubble (@talliia), mannequin Elysée McMenamin (@elysemcmenamin), mannequin and DJ Apphia (@phiphibb), and YouTuber Alena Nazarova (@alena_n_star) promoted the #RevolveFestival campaign.
7. Exclusive #SHEINFestival Draws High-Profile Fashion Influencers
At one in every of Coachella’s most exclusive music pageant parties, high-profile influencers acquired the last word VIP expertise with ladies’s clothes brand SHEIN at its luxury resort. The off-site event featured poolside enjoyable with a forged of influencers sporting SHEIN attire in the desert solar.
SHEIN worked with a gaggle of choose influencers, including Jordyn Jones (@jordynjones), Ashley Nichole (@ashnichole_xo), Mia Stammer (@miastammer), Adelaine Morin (@adelainemorin), Leli Hernandez (@whleli), Nury Jimenez (@nuryjimenez), and Daisy Marquez (@daisymarquez_). Each influencer either shared custom low cost codes for followers to do some pageant merchandise buying or offered hyperlinks and product IDs for fans to shop their featured SHEIN outfit. SHEIN’s fame as a classy, youthful, and reasonably priced attire line paired nicely with desert pageant style tendencies.
8. Heineken House Hosts Surprise Music Guests At Coachella 2019
Similar to REVOLVE’s strategy of creating its personal pageant experience at Coachella full with musical acts and a beer backyard, Heineken created “Heineken House Evolution.” As its identify suggests, the “house” was an intimate venue featuring musical performances from The Roots and more, as well as a non-alcoholic brew and Heineken beer for these 21 and older. 2019 marked Heineken’s 18th yr attending the pageant and the beer model has been the longtime official brew of Coachella. Heineken additional establishes itself as a key part of the pageant landscape by evolving the Heineken House expertise annually.
To promote the attraction to pageant attendees, the model collaborated with a various set of movie star music artists. DJ Diplo (@diplo), music group The Roots (@theroots), DJ group Niiko x SWAE (@niikoxswae), musician DECADON (@decadon), and DJ/producer Ravell (@ravell) are just some Instagram celebs who amped up fans for the Heineken House music performance by sharing tagged Instagram posts.
Also, Daily Mail shared a sponsored Instagram submit that includes celeb Diplo displaying a number of other music artists in attendance. The paid partnership with Heineken induced additional excitement in anticipation of weekend two via adjacent sponsorships like this example.
9. Absolut Pitches Coachella Tent As Official Vodka Partner
Similar to Heineken’s Coachella brand activation, alcohol brand and Coachella companion Absolut created an identical set up for pageant attendees at its sustainable planet Absolut Tent. The on-site booth included specialty cocktails and reside musical performances. Unlike Heineken, the brand targeted on providing refreshments for festivalgoers as well as satiating the thirst of these unable to unattend with drink recipe concepts shared on Instagram.
To promote the activation, Absolut collaborated with influencers of all sizes to create sponsored Instagram content. Actress Rachel Faulkner (@rachel_fbabyy), Bachelorette contestant Dean Unglert (@deanie_babies), actor Calvin Seabrooks (@larrygayvid), way of life influencer Caitlin Bea (@caitlinbea), YouTuber Everett Williams (@everettwilliams), creator Eugenie Grey (@feralcreature), style influencer Nikia (@madmavenstyle), travel influencer René Daniella (@ownbyfemme), and artist Gregory Violet (@gregoryviolet) have been nine influencers of a good bigger forged of Instagram stars used to advertise Absolut’s Coachella expertise.
10. BMW Travels The #StreetToCoachella With Khalid & Influencers
For the third yr in a row, luxury automotive manufacturer BMW continued its #StreetToCoachella advertising campaign, which provides choose influencers the prospect to travel to Coachella in specialty BMWi mannequin automobiles.
This yr, the brand partnered with international celebrity singer and extremely anticipated Coachella headlining act Khalid (@thegr8khalid). The cowl of his new album “Free Spirit” serves as inspiration for the pageant fleet of BMWi automobiles, featuring distinctive Coachella-inspired exterior designs for the i8 model.
Fans have been capable of nearly be a part of the travels of celeb Paris Hilton (@parishilton), filmmaker Kade Speiser (@kade), dancer Jade Chynoweth (@jadebug98), actor Ross Butler (@rossbutler), actress and singer Laura Marano (@lauramarano), trend mannequin Lena Gercke (@lenagercke), and numerous other celebs on Instagram.
BMW also invited a gaggle of macro- and mega-influencers to document their journey to Coachella driving in the BMW i8 designed models. Top influencers included YouTube sisters Saiyr and Emaza (@ceraadi), creator Alisha Marie (@alisha), way of life influencer Jacqueline Mikuta (@mikutas), and blogger Nina Schwichtenberg (@fashiioncarpet), three of which have upwards of one million Instagram followers.
12. Sephora Provides Touchups At Rachel Zoe’s Coachella ZOEasis
Cosmetics retailer Sephora created a lavish and immersive expertise for festivalgoers with The Zoe Report. To achieve this, the model created an official Sephora Beauty Lounge where pageant attendees might receive free makeovers, hang around with fashionista Rachel Zoe, watch a performance by Pamela Katz Tick, and see a customized set up by Coco & Breezy.
In an effort to succeed in audiences past the pageant, the model also created a delegated space the place attendees might snap footage with buddies and publish to social media. The activation acquired press from Los Angeles Magazine, Women’s Wear Daily (WWD), The Hollywood Reporter, and extra.
Instagrammers showcased their presence at the Sephora Lounge, but the model also recruited beauty influencers to spotlight its pageant makeup extra usually, including Caitlyn Warakomski (@caitlynwarakomski), Joyjah Estrada (@joyjah), Richard (@richaard2609), Brie McKay (@briannemckay), and Daniela Cadena (@danichain).
Rachel Zoe (@rachelzoe) herself shared a sponsored Instagram publish showcasing the Sephora Beauty Lounge on the ZOEasis activation.
12. NYX Cosmetics Offers Professional Makeovers & Glitter Playground
As an official Coachella cosmetics companion, NYX Professional Makeup hosted its Glitter Trip activation with digital beauty experiences, together with a makeup touch-up space, a glitter fountain, and a lip and tongue slide for Instagrammable photographs. Highlighting its Glitter Goals Collection, NYX additionally leveraged celeb makeup artist Nam Vo’s custom makeup seems to be to recreate on-site utilizing the brand new product line.
Leading the promotional charge have been magnificence gurus Sophie Hannah (@sophiehannah), Frankie James Grande (@frankiejgrande), Veronica Diaz (@modajustcoco), Nyane Lebajoa (@nyane), Rowi Singh (@rowisingh), Natalie Kisel (@elmofeo), PONY (@ponymakeup), Roz (@model_roz), Rosy McMichael (@rosymcmichael), and Makayla London (@mvkdre). Most magnificence influencers shared Instagram posts displaying off their glam Coachella appears using NYX merchandise, which have been additionally shared on NYX’s Instagram feed.
Coachella’s photo-centric nature mixed with the desert heat and lack of operating water challenges festivalgoers wanting to stay digital camera ready throughout the day. NYX taps into this pain point by providing a mecca for attendees to are likely to their beauty wants. Beyond the basics, NYX takes it additional by fostering enjoyable, one-of-a-kind experiences to please beauty fans and promote model affinity to these unfamiliar with NYX.