Coachella 2024 Experiential Marketing

Festival season is once again upon as and

818 TEQUILA’S FULL-SERVICE SALOON

The popular 818 Tequila Outpost from last year’s fest returned to the desert this year as an exclusive, one-day pop-up offering food, music and cocktails. The Kendall Jenner-owned brand went all-in on an old timey Western town aesthetic, arriving with a full-service saloon and lots of 818 cocktails to go around. There were also refreshments from partners like Sprinter Vodka Soda, Olipop and Chamberlain Coffee, plus festival essentials from partners including Zico, Lemme, Vacation Inc., Liquid I.V. and more.

Attendees additionally enjoyed experiences from 818 partners, like Bumble’s cowboy hat customization station, Tezza’s curated photo moment, Gopuff’s shop full of snacking staples and Anastasia Beverly Hills’ makeup touch-up station.

ABSOLUT’S HYBRID ADVENTURE

Absolut’s trippy, hybrid Absolut.Land activation popped up at Coachella again this year, where attendees were invited to “break the ice” with a cooling photo moment and beverages from Absolut’s main bar, and the Ocean Spray Bar. The experience was open all three days of the festival’s opening weekend, offering continuous dj sets that lasted until the activation closed each night.

Within the footprint, a digital screen playing content from the brand’s metaverse world, Absolut.Land, encouraged festivalgoers to interact with the brand on Spatial (the platform that hosts the metaverse experience) by scanning a QR code on their phones. Once inside, participants could play games and partake in interactive mixology sessions. Meanwhile, the same experience was available to fans at home, who could check out the digital replica of Absolut’s Coachella footprint, plus listen to dj sets taking place inside the activation. The brand also dropped exclusive content in Absolut.Land with its limited series “Mixing It Up: Cosmos & Culture” featuring actor and comedian Matt Rogers. (Agency: 160over90)

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