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Branded pop-up events take center stage at Coachella
Brands are using Coachella activations to draw Gen Z fans and, in some cases, reaching six-figure audiences, marketers said.
- The Coachella Valley Music and Arts Festival in Indio has become a marketing hub where brand activations at the Empire Polo Club offer attendees shade and air conditioning alongside musical performances.
- Organizers expected around 250,000 people to attend the two-weekend event, which sold out last year within four days and features headliners Sabrina Carpenter, Justin Bieber, and Karol G.
- Patrick O'Keefe, the company's vice president of integrated marketing, said the "e.l.f.scape to Balm Desert" campaign reached a "six-figure audience," while Absolut calls Coachella a "high-energy social occasion" and "cultural destination."
- Pinterest targets Gen Z, which comprises 50 percent of its audience; Sarah Pollack, the company's vice president and global head of consumer marketing, told AFP the brand sacrificed immediate social coverage to tell a deeper story.
- Flor Ruiz, born the same year Coachella began in 1999, said the festival's extracurriculars are key to the experience, while attendee Mendoza added it is "super nice to have a few minutes off of your phone.
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33 Articles
InsideNoVA.com+32 Reposted by 32 other sources
Branded pop-up events take center stage at Coachella
With a multitude of promotional events almost as long and diverse as its artist lineup, Coachella, one of the biggest music festivals in the world, is now an amusement park for influencers and a gold mine for brands.
Coverage Details
Total News Sources33
Leaning Left2Leaning Right7Center13Last UpdatedBias Distribution59% Center
Bias Distribution
- 59% of the sources are Center
59% Center
C 59%
R 32%
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