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:  

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Designers and…

 
 

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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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