Didn’t make it to Coachella this year? Well you probably felt like you did considering the tidal wave of social media posts, news articles and videos that were shared during the first weekend of the festival! Hashtag pixie hipster fashion overload!
Once a destination for indie/alt bands, Coachella has “crossed over” and now welcomed the likes of Sia and Beyoncé to its stages. It has also attracted major corporate sponsors like Heineken and American Express eager to interact with the social media-savvy Millennials that make up more than half of the audience. Coachella is no sell out! While bigger brands are making it rain swag bags, branded glow sticks and lavish parties, growing brands are tapping into the authenticity of the festival to provide a unique experience that makes us want to share it. Snapchatting Heineken’s rooftop bash wouldn’t as appealing if you couldn’t stop by Rebecca Minkoff’s makeup station to get your face on fleek beforehand.
Afters Ice Cream
Afters Ice Cream is a new company making its second appearance at Coachella! Afters was invited to Coachella 2015 less than two years after opening their first location. Their secret? The most instagrammable food item! How could you resist taking a picture of this edible awesomeness to incite jealousy from your followers? We aren’t quite sure what “inspired” the recipes but we get the munchies just looking at them! Currently, they are on track to beat their Coachella social media footprint record from last year where shares about their ice cream made up a little over 5% of all Social Media posts from the entire festival!
Rebecca Minkoff
Rebecca Minkoff is known for her luxury handbags, accessories and clothing. The company has attended the festival for years to capture content for social channels but felt like it couldn’t compete with the big brands. This year Rebecca Minkoff is hosting their first official soiree with free gifts that would make Alexander McQueen envious! Their luncheon will be lit! Forty influencers will receive personalized leather jackets featuring their names or Instagram handles inscribed on-site by a New York graffiti artist. Make-up artists and photographers will also be on hand to ensure those hot rebel jackets make it to the ‘gram!
Though Rebbeca Minkoff may have a smaller budget than Heineken, they’ve got big brand know how. “We’re trying to have people go to Snapchat, go to Instagram” Minkoff says. “We’re trying to be thoughtful about the people we’re targeting. [We’re] not just throwing a party.” We say, Mission Accomplished!
Uber
While so many brands are opting for invite only and limited availability activations, Uber has something for everyone. From April 11th – 28th they’re offering UberSUV and a special UberSTRETCH limo option fully stocked so attendees can cruise around the desert with their entire entourage! #SquadGoals! A special “All Access” button will appear in the app whenever an awesome experience is up for grabs. This could include passes for the winner and a guest to an exclusive party, a car full of free swag, or even a surprise pick-up from one of the talented artists performing at the festival. Uber could just provide the ridesharing services we all know and love, but instead Uber is stepping out of the service box to provide a big brand experience.