Beyoncé, Brand Activations, and More Beyoncé at Coachella 2018

Posted by Samantha Stallard on April 25, 2018
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Coachella 2018 proved, yet again, that this is Beyoncé's world and we're just living in it. Queen B made history this year for being the first black woman to ever headline the music and arts festival in the desert of Indio, CA. Coachella's origins date back to a 1993 Pearl Jam show at the Empire Polo Club - a form of boycott against Ticketmaster's dominance over venues in the early 1990s. The concert validated the site's viability for hosting large events, leading to the inaugural Coachella Festival over the course of two days in October 1999 - just three months after the disastrous Woodstock '99

Additional 2018 headliners included The Weeknd and Eminem with Migos, Cardi B, and Post Malone occupying the second lines of the fest's famous lineup poster — proving this year's crowd of 750,000 music fans and 10.99 million Coachella-related social posts to be the most extravagant yet. With ticket prices ranging from $429 for general admission to almost $1,000 for VIP passes, Coachella continually provides brands the opportunity to engage with consumers in a positive, engaged environment. 

This year’s event sponsors included alcohol brands like Absolut and Heineken, tech brands like Google and HP, and clothing brands like Adidas and New Era. Condé Nast partnered with Verizon to host a Glamour/Verizon lounge and shop near the festival grounds. As part of the partnership, Glamour also published Coachella-themed branded content, such as The 19 Must-Haves You Need to Survive Music Festival Season, According to 3 Experts."
Revolve clothing had a huge Coachella presence. The company styled over 450 influencers for the festival, and hosted its own invitation-own #REVOLVEFestival, with performances by rappers A$AP Rocky and Snoop Dogg; Coachella sponsor Sephora opened a “beauty tent” to provide free makeovers to festival attendees. Sephora beauty tent visitors could score free products, sample new makeup items, and try temporary hair color looks; and event sponsor American Express created an Amex Card Member Club, where card members could bring friends to relax and recharge their phones. Amex members also had access to an Uber priority lane, a free ferris wheel ride, and free embroidery on merchandise.

Of course, as the festival continues to grow in size, so does the competition for festivalgoers attention. Here are our favorite brand activations from Coachella 2018:

Marriott Loyalty Lounge

W-Coachella-Yurt-4Photo courtesy: The Points Guy

The hotel company returned to the famed Coachella Music Festival with its luxury yurts in the festivals Safari Campgrounds for those who needed an escape from the heat and crowds. Marriott Rewards and SPG offered members a chance to bid for a stay in one of three designer yurts designed to replicate W Hotels from around the world (Hollywood, Bali, and Barcelona). One yurt went for an astounding 800,000 points which are the equivalent to $38,233 at the Hollywood property).

Each yurt was air-conditioned with a king size bed and living area to give the illusion of a W Hotel room. Amenities included fully stocked refrigerators with custom items as well as daily maid turndown service, a personal concierge, a private bathroom and shower (a luxury unto itself at Coachella), as well as private shuttles to the concert venueThree of the yurts featured Sound Suites to embrace the festivals music offerings while a fourth yurt was designed for industry guests only, and duplicating the newest W Hotel, The Palm in Dubai.


After seeing the BMW i3 and i8 show up on the scene last year, this year BMW's collaboration with Coachella continues. Just like last year, BMWi built anticipation for the festival on social media with #roadtocoachella and unveiled a unique Coachella design for its BMWi models.

Selected international influencers documented their rides from Los Angeles to the festival in BMWi vehicles with the eye-catching Coachella-inspired designs. On the first weekend, BMWi also invited select Coachella visitors to attend “Poppy’s BMWi Powered Paradise” and “Poppy’s BMWi Recharged Oasis” – an event double feature, which  quickly became one of the most popular items on the program alongside the actual festival.


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During the first weekend of the festival, and ahead of their newest shoe launch, the Ultra Boost Clima, Adidas let Coachella travelers cool off with a pop-up shop in the middle of the desert. Situated in downtown Palm Springs, Adidas' Clima Experience pop-up offered Coachella attendees the opportunity to cool off with refreshments and giveaways. Visitors were also able to purchase the new Ultra Boost Clima ahead of its retail release. 

The Ultra Boost Clima is available in triple white, triple black, and grey options for $200 each, along with the already-released women's Ultra Boost X Clima in triple white and grey colorways. Using Coachella as a soft launch for their latest product was a brilliant move by Adidas. Sales on the ground encouraged a feeling of exclusivity among consumers on the ground, while pushing digital interest from those outside of Palm Springs.

Roscoe's House of Chicken N' Waffles

Iconic Los Angeles based restaurant Roscoe’s House of Chicken N’ Waffles took over Coachella Valley for the first time ever. The Roscoe’s After Dark (RAD) Pop-Up restaurant took place during the first weekend at Spotlight 29 Casino, one of the most popular casinos in the Valley. Options on the pop-up menu for the restaurant include Obama’s Special (three wings and a waffle), Carol C Special (breast and a waffle), and Beyhive Special (waffle with no chicken)

The Roscoe’s After Dark neon light was officially lit on Friday, April 13 at 8pm. There was also a VIP After Hours nightclub from 11pm-4am. Various DJs performed, including DJ Snoopadelic – aka Snoop Dogg.


Beyonce at CoachellaPhoto courtesy: @beyonce Instagram

Yes, Beyoncé is a brand. Her first Coachella set resulted in a 228% lift in digital song sales for her solo tracks as compared to the prior day, according to Nielsen (sales for the songs performed by Destiny’s Child leapt 767%) -- bigger than the spike after Beyoncé’s last Super Bowl halftime show, which gave her a 44.4% boost. The Nefertiti outfit Beyoncé sported at Coachella is immortalized on t-shirts and hoodies, featuring the now famous songstress-as-queen image, available on her website for $35 and $60, respectively.

Beyoncé's YouTube-streamed set engaged fans around the globe who couldn't make it to Indio; her performance was a reminder that they can catch her in a nearby city this summer, pushing the upcoming On The Run II stadium tour she and Jay-Z will co-headline starting in six weeks. 


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Topics: festivals, music festivals, brand experiences

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