Courting the Cool Kids: Coachella Marketing Roundup

Celebrities, musicians, and influencer Millennials flock to the desert in April to celebrate Coachella—and brands are eager to charm them. Here are some ways the cool kids are being courted this year…

The Coachella Valley Music and Arts Festival kicked off this weekend, and it was three days filled with celebrities (Kylie! Kendall! Leo! Taylor!), surprise performances (Kanye! Ke$ha! Rihanna!), and, of course, plenty of brands looking to court the cool kid crowd.

Last year, the Wall Street Journal outlined the rising brand involvement in the festival, calling it an event “filled with a marketer’s dream: throngs of influential, open-minded and ready-to-spend Millennials with plenty of time to kill.” Festival schedules allow for a significant amount of down time, just waiting to be filled with visits to sponsored tents and Instagram shots of branded experiences. On top of that allure, the Millennials who attend the fest tend to be social media sharers. The hashtag #coachella currently has 1,782,384 public photos on Instagram, not including the variations of the tag that include the year and other details—and keep in mind this is an event that takes place over just two weekends each year. Many brands are eager to have a presence at an event filled with young influencers who might just spread the word about their brand. At the same time, being associated with the festival gives brands a link to current cool kid culture, and potentially an image boost.  

For Coachella 2016, H&M and Heineken continued their long-running sponsorship, and Pandora, luxury watch brand Tag Heuer, Uber, Cupcake Vineyards, and more played a role wining, dining, treating, and driving attendees. Here are some of the stand out activations of the event this year:  

Alice + Olivia See Now/Buy Now Show

Designers and…

 
 

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The Newsfeed

Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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