Dubbed “the Super Bowl of Instagram advertising”, Coachella is a melting pot of experiential advertising, unique events, and branded occasions that everybody desires to be a part of.
Each 12 months, 1000’s descend upon Indio, California to attend Coachella — a spot the place creativity and music merge with influencer advertising and Instagram showreels.
This 12 months, we’re seeing some nice advertising developments pop up on Instagram from Coachella’s sponsors, model celebration hosts, influencers and attendees alike. And we’re sure they’re going to pave the best way for Instagram developments for the remainder of this 12 months.
Why Brands Want to be Seen at Coachella
Almost 100,000 individuals stroll via the gates of Coachella every day of the pageant. And an enormous portion of these attendees match properly throughout the millennial age bracket, with the next than common spending energy.
In truth, Time Magazine estimates that a typical Coachella festival-goer will spend wherever from $627 on the low finish to $2,347 or extra in case you’re flying in, to attend the pageant.
And with a status of being ‘the place to be seen’ because the pageant season kicks off, Coachella ticket holders are very happy to share their expertise on-line — on the time of publishing this put up, there are four.four million posts on Instagram tagged with #coachella.
And that’s not even accounting for the a number of branded hashtags occasion sponsors and types have used within the pasts. For instance, Amex requested their model ambassadors to make use of the #AmexLife hashtag to unfold consciousness concerning the unique perks obtainable to American Express members throughout the pageant in 2018.
It’s reported that American Express reached an viewers of practically 15.three million and gained practically 140,000 likes and over 400 feedback throughout the marketing campaign.
That’s a complete lot of potential prospects and spokespeople in your model or companies. Plus, it’s price noting that advertising your model at Coachella, is not only advertising to the individuals who stroll via the pageant gates.
With Instagram advertising at Coachella, you’re in a position to attain out to an viewers that bodily can’t be there, however need to take pleasure in dwelling out the expertise via social media — by creating compelling Instagram content material throughout the occasion, you’re in a position to convincingly market, and promote your product by tapping right into a bodily absent, however extremely engaged viewers!
A presence at Coachella, whether or not that’s being an occasion sponsor, internet hosting unique influencer events, or launching Coachella-based product strains, is a golden ticket alternative for model publicity and activation. Even Instagram, for the primary time ever, needed to have a bodily presence at Coachella this 12 months!
But true to Coachella’s creative roots, manufacturers are persistently evolving and getting increasingly more artistic with how they have interaction with pageant goers, influencers and Instagram followers. Of course, not each model can afford a extremely coveted spot at Coachella, however that doesn’t imply we will’t take inspiration from their unique occasions and activation efforts!
We’re rounding up our favourite Coachella developments from 2019, and pinning them to our temper board for future collaborations, occasions, and social inspiration!
Coachella Trends #1: Photo and Video Collages Are Back in Fashion
Collages are in, huge time at Coachella this 12 months. And not simply on Instagram Stories, however we’ve additionally noticed them popping up in Instagram feeds and even on IGTV content material!
For each photographs and movies, we’re anticipating to see this collage pattern trickle into the Instagram panorama for the remainder of 2019!
Check out the lovable StoryLuxe templates created particularly for Coachella in collaboration with Revolve, that will let you seize a number of recollections directly:
And with a lot occurring over the Coachella weekends, it’s comprehensible that influencers, manufacturers and festival-goers alike, are in search of methods to share extra content material in a single put up!
This is one pattern that’s certain to stay round after the pageant, so in case you haven’t already began experimenting along with your Instagram Stories designs, or utilizing templates to share out your content material, now’s the time!
If you’re in search of some extra inspiration on the right way to level-up your Instagram Stories content material, you may try our weblog put up on the right way to design Instagram Stories!
Coachella Trends #2: Fashion Takes a Backseat for Tech
This 12 months, we’re seeing tech manufacturers step into the highlight for the primary time, whereas vogue skirts the social sidelines.
Festival sponsor Bose has taken inspiration from Coachella’s excessive vogue roots, and introduced audio augmented actuality expertise to Coachella Valley with Bose Frames!
Bose labored to boost the official Coachella smartphone app with new options particularly made for Bose AR — the world’s first audio augmented actuality platform.
The integration means festival-goers can unlock unique audio content material whereas sporting Bose Frames — it’s the primary time Bose Frames and Bose AR shall be built-in right into a music pageant, and folks appear to be loving it!
Plus, different tech manufacturers have returned for 2019 after a profitable model advertising publicity.
For the second 12 months, HP was again to current a brand new expertise activation, The Antarctic — a mind-blowing, 360-degree, projection mapped expertise. At final years’ occasion, the screening gained over 101,000 viewers, so there was no denying that the crowds would rush to take a look at the most recent mission with between HP, Goldenvoice, and RÜFÜS DU SOL.
Finally, Childish Gambino teamed up with Google Pixel three to create an immersive expertise combining music, artwork, and expertise — multi functional place between the Mojave and Gobi phases!
With the intention to advertise the Google Pixel three’s Night Sight, the customized set up is designed to allow you to seize insta-worthy photographs and movies of the occasion at nighttime.
Whatever trade you’re in, we’re anticipating to see much more tech-focused branded collaborations developing in Instagram advertising for the long run. So take into consideration interactive AR filters, branded Instagram stickers or GIFs, or extra partaking and immersive Instagram video content material in your future campaigns!
Coachella Trends #three: Dedicated Spaces for Capturing an Insta-Worthy Shot
Apart from what stage it’s worthwhile to be at, and at what time, the primary factor on a Coachella attendee’s thoughts is getting one of the best shot for Instagram.
And that’s why manufacturers are going above and past to offer the right backdrop, past the long-lasting Coachella Ferris wheel!
Apart from the return of branded occasions and tents, like Absolut Planet and Heineken House, some manufacturers are working their aesthetic each inside and out of doors of the pageant grounds to assist promote their model, and assist their followers get the shot!
Of course, we couldn’t talk about Coachella’s Insta-worthy backdrops with out mentioning Instagram’s Desert Chill House! For the primary time ever, Instagram hosted its personal branded home at Coachella on Saturday — partnering with artist D’ana Nunez of COVL (Craft Onward Versatility and Lifestyle) the invite-only home referred to as Instagram Desert Chill, was the place to be!
The 1970s-styled expertise took inspiration from the desert panorama to create summary Western motifs. Made up of 26 particular person shapes, the gathering got here collectively to create a colourful desert set held in a secret property off the pageant grounds, and supplied superior murals, swimming pools and inventive backdrops for photographs and movies!
Similarly, off-site occasions took heart stage for offering one of the best Instagrammable photographs! Take a take a look at how Revolve has gone all out with Revolve Festival — a week-long, influencer-packed occasion stuffed with vogue, magnificence and shock music units! The occasion is strictly invite-only and the precise location is revealed just for these with a confirmed RSVP!
On a barely smaller scale, YSL has created a magnificence pop up website that mimics a fuel station the place you may play with a make-up merchandising machines and take a look at on completely different YSL magnificence seems to be with its digital mirror!
While, throughout the Coachella gates, you may pop into NYX’s Glitter Station to get your glam on with the assistance of the NYX professionals, or pop into the member’s solely Marriott Bonvoy Lounge – the right backdrop for a laid-back, behind-the-scene Coachella shot!
Right all the way down to getting your espresso repair, Coachella has made it insta-worthy! Check out how Peet’s Coffee has made a rapid caffeine repair a chance for a photo-shoot with their cool, branded recharge station bus!
So in case you’re planning a product launch, influencer or model activation occasion within the close to future, it’s price eager about setting the scene up for the right Instagram shot — in case you can nail the backdrop in your attendees, you’re assured better publicity on Instagram!
Coachella Trends #four: Experiential Marketing Takes the Lead
Experiential advertising is a rapidly rising pattern for manufacturers and enterprise trying to develop their viewers, however at Coachella, internet hosting an experiential occasion is essential!
The idea behind experiential advertising is once you promote or advertising a product via experiences that have interaction the client, it creates an emotional attachment to the services or products, so that you achieve a extra loyal following.
According to Eventbrite, ‘experiences’ trump ‘things’ for millennials, as three in four (78%) would select to spend cash on a fascinating expertise or occasion over shopping for one thing fascinating. And 55% of millennials say they’re spending extra on occasions and stay experiences than ever earlier than.
So an experiential occasion at Coachella looks like the right pairing!
From #RevolveFestival internet hosting the largest celebration exterior of Coachella, to the NYX and Pantene magnificence lounges, themed tents like Absolut Planet and Heineken House, there are branded experiences everywhere in the valley!
One experiential advertising occasion we’re loving this 12 months is Cupcake Vineyards Frozie Factory — the official wine sponsor will serve up the first-ever frozen selfies, which entails your selfie being printed on high of whipped foam in two distinct flavors, Rosé and Sauvignon Blanc Bellini!
And let’s not overlook #MYCALVINS House — the pop-up occasion hosted by Calvin Klein to let festival-goers recreate shareable picture moments from the model’s Spring 2019 marketing campaign starring Shawn Mendes, Noah Centineo, Kendall Jenner, and A$AP Rocky!
Coachella Trends #5: Brands Collaborate to Host Stellar Events
According to a Nielsen examine, 76% of pageant attendees really feel extra favorably towards manufacturers that sponsor a live performance or tour.
So you may perceive why so many manufacturers and companies need to be seen at Coachella, however sponsoring the pageant or internet hosting unique occasions at Coachella come at a hefty worth.
This 12 months, we’re seeing extra manufacturers collaborate — doubtlessly to share the fee, but additionally to share their viewers base and goal extra followers.
For instance, Levi’s has teamed up with Australian skincare model Bondi Sands to sponsor the desert occasion Neon Carnival.
Revolve collaborated with StoryLuxe app to create customized made Instagram Stories templates particularly for Coachella, and teamed up with Virgin Voyages to host a cool hangout area for everybody at their pageant!
And OC-based, Prism Boutique teamed up with their favourite manufacturers like Matisse Shoes, L-Space Swim and Day Dreamer clothes (that they carry in-store) to host a desert pop-up influencer occasion and retailer!
If you’re trying to host a particular occasion, or create a buzz round your subsequent product launch, contemplate collaborating with one other model or Instagram profile that enhances your corporation. Not solely will you be capable to group as much as share abilities and prices, however you’ll even be reaching a brand new viewers you may not have had entry to earlier than!
From branded collaborations, to as soon as in a lifetime unique occasions, Coachella has all of it. And for manufacturers and companies world wide, it’s a hotbed of inspiration for future advertising campaigns!
We’re excited to see what Instagram developments pop up in 2019 that had been born from this 12 months’s pageant!
Did we miss any Instagram developments from Coachella that you simply beloved? Let us know within the feedback!
Nikki is a part of the advertising group at Later and has labored in digital media in London, Dublin, and Sydney. She loves sturdy espresso, cuddly puppies, and planning her subsequent journey journey. Follow alongside on Instagram @nikkitravelled.