Monday, April 25

The Brands of Coachella

I'm 53 years old and I've never been to Coachella. I'm 53 years old, and I just went to Coachella. I'm proof, along with a few others, that you really can be over 25 and attend Coachella. Double 25, as I like to say. #Double25



Actually, truth be told, I was there for work but I brought my under-25 daughter so I could have some street creds, or festival creds better said. She wore the part perfectly, and it inspired me to try to do the same, at double 25.

The work portion included two client activations on site, which were fabulously done. Perfectly in keeping with #CoachellaStyle, and perfectly in keeping with brand essence. As all good marketing should.

I have to say, though, that our two clients were among a very short list of brands on-site. I went into it thinking that there would be dozens of brand activations, but honestly there were very few.

Apple was heavy-handed with Apple Pay, as was American Express as their partner. You basically couldn't buy anything, beer included, without getting hit with an Apple device and a message about American Express. You could only buy one kind of beer, Heineken, and one kind of wine, Cupcake.

The other brands were less in-your-face, in separate tents that provided a more personalized experience... rather than waiting in line with loads of people.

The lesson learned? There could easily be a lot more brand activations! Lots more. But if your brand is going to Coachella, you need to offer a Coachella experience. You can't force fit your own persona without customizing it for the occasion...or you risk looking like you're just trying to sell stuff.

H&M was actually selling Coachella fashions. Brilliant.

So in other words, if you are going to do Coachella, then you have to do Coachella. #CoachellaStyle

What's your experience? JIM

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