IRL brand activations

Brands sponsor physical events, allowing them to connect with people, promote wellness, and provide entertainment. Coachella was a magnet for brands in the entertainment, food, and tech industries this year. They offered a range of products to festival-goers.

HBO Max held an exclusive wellness activation to celebrate the upcoming second season of The Flight Attendant. During the first two weekends of the festival, April 16th & 17th, select guests were invited to a luxurious experience at the Ace Hotel & Swimming Club, including a spa treatment and wellness classes, as well as a juice bar. The activation took place in collaboration with luxury and wellness brands such as Loops Beauty and Brentwood Home.
Meta collaborated to attract young creators and influentials at the festival. This follows its activation in SXSW, which took place in early April. The two opened a “Creator house” at Coachella, an activation that promoted creator tools and opportunities for younger festival-goers. Rolling Stone stated that the installation included Meta Quest VR, musical guests, and “tools to support creators’ storytelling ambitions” via Reels smart glasses and RRay-Ban. The activation is designed to attract younger creators to Meta platforms, such as Facebook, where the user base tends to be older.

Frito-Lay’s offered 4-course meals at Coachella. This tasty activation promoted the snack brand’s sustainability through a full-course dining experience at Coachella. Attendees could reserve a spot at any of the themed, themed, “Potadome” restaurants. These included “Speakeasy Spuds” of different music genres, “Crunch Studios,” a DJ space, “Golden Glow,” a space for electronic music, or “Flavor Pop,” a space for dancing and pop music. Lay’s introduced several new experiences at Coachella and was the first to offer its products in 100% compostable packaging.

Brands are returning to IRL activations and organizing around the things that consumers find most important post-lockdown, such as wellness, creativity, and community engagement.

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