“It’s pretty much the most important festival in the country. It’s one of the rare instances when all of the celebrities, influencers and other musicians are watching, and their voices are amplified through social media.” – G-Eazy, Coachella 2016 performer
There’s no music festival that incites as much FOMO as Coachella. It doesn’t matter if you’re actively seeking out its news and images or not. Anyone online at any time during its two weekends is going to get his or her share of the music festival. From celebrities to socialites to everyday people, attendees of all kinds are eager to let us in on their experiences. What they’re doing and what they’re wearing is what those not lucky enough to be there want to know. Then there are the brand experiences. And don’t worry – companies are delivering.
Some brands are sponsoring celebrities and influencers, making them brand ambassadors. And, others are serving up experiences attendees aren’t soon to forget. No matter the means, one article best sums up marketers’ goals. “Studies have found millennials – the demographic buying up tickets to the sold-out festival – are more prone to FOMO.” So, they are “more likely to form connections to brands that allow them to share unique interactions with their envious friends at home.” In short, the right support of Coachella and its approximate 250,000 attendees can yield great ROI and return on engagement (ROE) for smart brands. This is especially true for those with the best experiential marketing activations. Read More