Absolut, located within the Beer Garden next to the Main Stage, was an enclosed activation that featured DJ's, free wifi, a photo booth, and a bar. With a focus on Absolut Lime, the theme of green couldn't be missed. The highlights included the neon bottle entrance and the tree house bar.
The fan-favorite "Poptail" was one of the more (if not the most) "shareable" drinks available at Coachella. Cupcake Vineyards sold these at two different locations, one a traditional concessions station, and the other a more robust pop-up truck with a life size bottle photo/boomerang opportunity. The brand encouraged fans to #SharetheJoy all weekend long.
The activation was located just behind the Sahara stage. The main feature was the onsite purchasing of clothes from various iPads in the activation. In addition to POS, there were also several components that were set up for the "shareable" aspect. Fake clouds and a massive chair served as backdrops for a photo booth, a tire swing with "H&M <3's Coachella" in neon signage, and a mirrored room with messaging were notable. In addition, H&M had a drop for "Recycled Clothes" adding a charitable component to the activation.
AMEX's primary activation was set up next to the Sahara stage. The main attraction was to star in your own Music Video. The activation had several "sharable" signs, such as "Treat Yourself" and "Stay Wild" Neon signs.
AMEX CARD ENROLLMENT
In addition to the onsite activation, AMEX was featured on the app. AMEX rewarded AMEX customers a $10 back offer if they enrolled their card within the app.
A trashcan isn't just a trash can at Coachella. Global Inheritance had artists decorate trashcans that were spread out throughout the festival.
Undoubtably, Heineken had the largest brand presence onsite at the festival. Aside from the activation, The Heineken House, Heineken products were featured at every POS throughout the festival. The ID Check areas were identified with flags that said "Beer Garden" in HKN font. The only beers available at the festival were Heineken portfolio products - Heineken, Heineken Light, Lagunitas, Strongbow, and Newcastle.
The Heineken House featured a stacked line up throughout both weekends. Talent was the main draw but the Heineken House also featured air conditioning inside, a photo booth, a free water station (water station and little "cone" cups), and an out door patio with seating, misters, games, and another POS location. A "VIP" standing area was roped off for Heineken guests and artists next to the DJ booth. The indoor capacity was for 500 people, and outside on the patio was 100. There was a line all weekend long.
HEINEKEN COLD BEER STORAGE (CAMP GROUNDS)
Heineken brought Cold Beer Storage to the campgrounds again this year, allowing fans to store their Heineken portfolio beers in refrigerators in the camp grounds. Fans could also order product for delivery to their campsite, courtesy of delivery people on bikes.
Heineken offered an impressive client/partner hospitality experience surrounding Coachella. Heineken took over sections of the Hyatt Hotel in Indian Wells, and created a custom Hospitality Check-In area for Heineken guests. Private Heineken Shuttles were also available for their guests. The shuttle offered transportation to and from the Festival to the Hyatt. Drop off at the festival grounds was arranged to be MUCH closer than any other drop off location (including Uber lot).
Uber tested a new "PIN" system for this festival. When requesting an Uber, each person receives a unique PIN. There were lines for each type of Uber (UberX, UberXL, UberBLACK, UberSUV), and once you got to the front of the line, you went up the available car and gave them your PIN, which was tied to each persons account.
There was seating, free water, phone charges, and music in the Uber lot, making it an experience for fans to request an Uber.