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Coachella 2017: When Brands Create Experiential Marketing Trends

 

Who doesn’t like sun, drinks, music and fashion? Coachella, the much-loved CA-based music festival, is packed with fashion brand representation. This year, a slew of brands flocked to the desert, capitalizing on Coachella’s rad fashion collection. It wasn’t all about the brands, but they certainly made a splash. Whether it was shop-able runways, hip bars, social media activations or entire branded festival lines, Coachella was the place to be. Here’s our coverage of the hottest Coachella marketing events.

Levi’s Creates Neon Carnival

Posted up in an Airstream, Levi’s gave eventgoers a power-packed experience via Tequila Don Julio. We know, it’s an odd partnership. It worked, though, and Levi’s-lovers reveled in the specialty drinks from dusk til’ dawn.

Jeremy Scott’s Moschino Party

Produced by XA, Jeremy Scott’s Moschino party featured a kitschy, Candy Crush theme. It was larger-than-life, giving guests the chance to slide into a massive ball pit. The balls were made of lucite, ignited by the pool’s neon glow.

As if that wasn’t enough, the party also featured an oversized Absolut Lite-Brite installation. Guests could place different pieces into different slots, crafting their own art, patterns and long-lasting displays. The display took on Absolut’s lime flavor color, casting a memorable light.

Victoria’s Secret Angel Escape

The Angel Escape was an islandic tent, offering comfortable seating, shade and pillows for guests. While it covered a large amount of land, it was surprisingly low-key—in a good way. Customers looking for a reprieve from Coachella’s frequently rowdy atmosphere need only step into the tent’s intimate enclosure, taking a load off the feet.

The Katy Perry Footwear Easter Sunday Recovery Brunch

For the afterparty-goers, Katy Perry Footwear featured a Sunday Recovery Brunch powered by the H.Wood Group. Sure, it might’ve been a graphic, neo-art doughnut wall, but it certainly ignited holiday cheer with an awesome nod to pastel.

The Ciroc Summer Take Over

Ironically—or, perhaps unironically—alcohol brands promoted, well, themselves at Coachella. Ciroc, in particular, hosted memorable experiential events for patrons’ eyes. The Ciroc Summer Take Over, hosted by the Hard Rock Hotel, presented the brand in a new light—a vintage one, to be exact. Ciroc bottles were displayed alongside vintage objects, florals and vinyl records, giving event goers a taste of all things classy.

Coachella is a wonderful opportunity for brands. Featuring some of today’s leading brands, the event was a powerhouse of experiential displays. We’ve kept our eye on Coachella for a while, as it always highlights emergent experiential marketing trends. We'll likely see more great displays next year. For now, however, we'll make due with this year's awesome brand contributions—powered by today's leading providers.

Why More Brands are Joining the "Maker Movement"

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Custom Circuit Boards, robots, 3D printing. What do these things have in common? The Maker Movement! All over the country, tinkerers, amateur engineers, and tech hobbyists are creating, and what they make is useful. The Maker Movement is gaining momentum because the price for Arduino printed circuit boards, 3D printers, and CNC machining are falling into reach of the typical consumer. Projects that once were out of reach for the garage engineer because of cost have, over the past few years, become accessible. The how-to resources have exploded, too. YouTube videos exist to teach anyone how to solder, 3D print, and even design a simple circuit. That means a mentor is at your fingertips, and they're available 24 hours a day.

Brands are getting involved, too. In November 2015, Barnes and Noble sponsored mini-maker faires inside their stores. Makers were given space and allowed to demonstrate their creations to anyone who happened to drop into the store. Once customers engaged, how-to books were right there, available to buy.

Innovation occurs when makers get their hands on the right tools, and maker faires are where these creations are put into the spotlight. Major tech companies are getting involved because they recognize the innovation happening inside garages and on kitchen tables. Major tech companies like Qualcomm, Atmel, and Intel were among those attending a recent faire in San Mateo, California.

Makers are people who enjoy rolling up their sleeves and diving into a project. There has always been a segment of the population who enjoyed working with their hands. Dad out in the garage working with his scroll saw, an uncle out in the barn rebuilding an engine, or a brother-in-law hooking a television up to an oscilloscope, makers have always been around. It's because accessibility has improved since the turn of the century that the builder movement has really exploded.

It's not just for the techies. People are making jewelry, clothing, and other creative items. Websites like Etsy and Amazon's Maker Marketplace provide a platform where makers can sell their creations. General Electric continues their Garages program, where engineers educate makers on production technology. Michael's craft stores is allowing customers to participate in products and brand.

Corporations in many industries are learning to Participate in the maker movement. That helps the makers by legitimizing their work, but it also helps the corporations as they gain the trust of makers and improve their own product lines. Not all innovation is financed by shareholders. A great deal of creativity is alive and well in the hands of self-financed makers building gadgets and crafts in their garage, and the world is a better place because of it.

 

Are you putting together a Maker event?  Contact us today for more information about hosting your event at our studio!