This weekend is the first weekend of Coachella, and everyone who is someone is there. In my opinion, this is one of the biggest weekends for brand activation tactics. Influencers of all sizes are flocking to southern California from all over the world. The influencers cover all the major social media platforms and are constantly posting throughout the entire weekend. I mean, my Instagram feed is overflowing with posts from this weekend, and we aren’t even halfway through the first weekend. Although, I am not complaining, I love seeing all the posts and living vicariously through all the influencers who are down in California right now.
Coachella is one of, if not the biggest music festival in the world. Every year it is enhanced by pop-ups, sponsored parties and branded events put on for all the festival attendees. The cities surround Coachella Valley are the main locations for these events. These events have their own music lineups and attractions that draw the people in. Arguably one of the biggest activation events at Coachella is the Revolve Festival. It has been on hiatus for the last three years due to the pandemic, so this year they are planning to make it bigger and better than ever. Revolve is partnering with The Los Angeles hospitality company, The h.wood Group, to bring about the festival weekend’s biggest activation. The guests will have access to a number of visually immersive, social media-ready installations. Revolve and The h.wood Group are ready to showcase some incredible talent, brands, partners and content that will not only reach their target audience but also inspire and excite them and make them want to celebrate with Revolve. The chief brand officer of Revolve, Raissa Gerona, said the “festival is a time that our customers most look forward to, so we always have to be there, and can’t wait to be back!”
Some influencers charge $2,000(or more) for an Instagram post, so Revolve bringing them to Coachella and having them post naturally (although I am sure this is all laid out in a contract/agreement) is actually saving the brand some money. They are getting real posts from Influencers without actually having to pay for the posts. I think this is so smart on Revolve’s half because they are getting an unnecessary amount of attention and publicity for little to nothing of what they’d normally pay for posts.
I personally would love to experience an influencer/brand activation event of this magnitude at least once in my life. I think it would be so interesting to see how everyone reacts and interacts with each other and the brand. I know that Revolve most likely issues a long list of requirements for a trip like this (as would most brands, since Coachella/Revolve Festival are so trendy), but I would post whatever crazy amount of content they would want me to post, if I got to go here for free!
Do you think this is a new way for brands to look about brand activation tactics? Like could you imagine mini festivals/activations for influencers at Made in America?
Do you think Revolve should continue spending loads of money on this form of brand activation or pay influencers for posts individually?
Would you go to Revolve Festival?