Coachella, the annual music and arts festival held in Indio, California, has evolved into a prime venue for brands to connect with Gen Z and millennial audiences through innovative marketing strategies. Brands are creating immersive experiences that resonate with festival-goers both on-site and online.
Brand Activations at Coachella
Many brands activated at Coachella 2025. Pinterest returned for the second year, offering an inspiration-packed space for festivalgoers to explore trends. Coca-Cola created a retro pop shop, while Sol de Janeiro created a sensory playground. Aperol offered a playful Italian piazza. American Express offered an interactive photo booth, a retro fridge filled with Coca-Cola, mood boards, and a custom dart game.
Kendall Jenner's 818 Tequila brought back its 818 Outpost, an exclusive pop-up experience. Beauty brand One Size Beauty appeared at the 818 Outpost, giving away makeup and branded products. Kylie Jenner’s Sprinter Vodka Soda offered festivalgoers four flavors from the new Sprinter Palm Springs Pack. Anker provided charging stations across the festival.
Out-of-Home (OOH) Advertising
Beyond on-site activations, brands are utilizing OOH advertising to capture the attention of attendees driving to the festival. Billboards featuring artists and brand partnerships line the route to Indio, creating buzz and anticipation.
The Shift Towards Authenticity
Recognizing influencer fatigue, brands are prioritizing authenticity and community engagement. Some brands are collaborating with micro-influencers and focusing on immersive experiences rather than relying solely on celebrity endorsements. This approach aims to build genuine connections with festival-goers and create lasting loyalty.