I’d rather be at Coachella
My Instagram feed has been filled with tanned bodies, festival fashion and Californian sunsets these past few days, as the big, annual, music event Coachella, took place over the weekend. This is where beautiful people dance in fringed clothes and drink Champagne in the desert, taking rides on the Ferris wheel, and sitting on the grass to watch the bands and DJs play. Coachella is a music festival, yet now equally known for attracting a parade of models, actors, bloggers and influencers. Rachel Zoe (stylist to the stars) hosted a party in a private area at the festival this year, in conjunction with Guess – #zoeasis.
Aspirational for most, attractive to many, Coachella creates a fountain of eye catching content and social media buzz, reaching way beyond its location near L.A. It is the festival anthesis of the average Glastonbury experience, but both these events and many in between, offer a powerful opportunity for brands.
Sponsorship and partnership deals are the traditional and official route for brands to participate in LIVE events. But in this age of worldwide, social media connectivity, the opportunity is not only available to big budgets, nor must it be alongside big events of international repute. May the event be local or far away, big or small, recorded or LIVE, public or by invitation only – everyone has the chance to take part.
Real time reporting from events is fuelled by apps like Snapchat and Periscope. The trend of watching dual screens, was quickly followed by a hashtag for every tv program. LIVE video streaming is now available via Facebook (which you can view while scrolling through your feed). The online audience for events is growing, and it is highly active.
The playing field has levelled, which has caused the big brands to raise their game, as anyone can now benefit from the audience around a LIVE event – official sponsor or not. Matthew Willett, brother of 2016 Masters winner Danny Willett, stole the limelight with his brilliantly vivid tweets, while nervously watching the last few holes.
This weekend I have been enjoying and wincing in equal measure, at some examples of brand activity in the Coachella conversation. Here are some of my highlights:
From bohemian fringing to kaleidoscopic color, see our round-up of the finest festival fashion from #weekend one of #Coachella Shop #Coachella2016 style at #NETAPORTER #SeeitBuyitLove it – link in profile. Featuring @fashiontomax, @jeffthibodeauco, @blankitinerary, @chiaraferragni, @songofstyle, @ronaldvanderkemp, @kendalljenner, @alessandraambrosio, @galagonzales, @chrisellelim and @sincerelyjules.
Hanoi sandals www.miboheme.com #sandals #handmade #love #boho #hippie #summer #summervibes #sun #beach #holidays #leather #friends #style #chic #fashion #bohemian #ibiza #coachella #ss16collection #spring #sunday #tgis #weekend #fun #summertime #coachellafashion #coachella #coachella2016 #coachellamood
The key to unlock the value for a brand from social media activity alongside LIVE events, is wider than identifying which events your customers are attending, but also those they aspire to attend. The audience for an event is no longer the number of attendees – the online viewer figures and reach is where the greatest value is delivered for brands.
We have the pleasure of working with the team behind TEDx Clapham, who present an excellent example of an opportunity to promote a brand alongside an event. The second annual event, will take place on Saturday 18th June 2016, at Omnibus. The promotion of sponsor brands will not just take place at the event, as you might expect, and not only during the run-up campaign, as has become standard practice in the events industry, but throughout the year and beyond, alongside the library of YouTube videos of all the talks. Social media buzz, ready made rich content, a hyper local audience, alongside a brand with international authority and reach? Count G&I in.
Has your brand enjoyed promotional value from LIVE events? Let me know on Twitter @ladyofsocial