This year’s Coachella Valley Music & Art Festival was an especially memorable experience for the thousands in attendance and millions watching around the world. From emotional performances to surprise cameo appearances, there was no shortage of show-stopping highlights.
BMW i played a role in making Coachella 2018 more extraordinary than ever by serving as official partner and launching its second Road to Coachella campaign. For this year’s Road to Coachella, visual artist and lead singer of Portugal. The Man John Gourley provided the unique design applied to a fleet of BMW i3 and i8 vehicles used to transport 15 influencers from Los Angeles to Empire Polo Fields in Indio, California. The travels of influencers like Kellan Lutz and Dorothy Wang were documented and shared with millions of followers on social media, serving to hype up the festival and spread brand awareness for BMW i.
“There is perhaps no more quintessentially American experience than the road trip — your favorite music, a great car and the open road have always gone perfectly together,” says Tim Rittenhouse, experiential marketing manager at BMW of North America. “In the same way that a great song can trigger emotions, driving the ultimate driving machine can do the same. This emotional connection was the foundation for developing our Road to Coachella campaigns.”
BMW i also teamed with The h.wood Group for Poppy’s BMW i Powered Paradise and Poppy’s BMW i Recharge Oasis, which were located outside of the festival as a means for concertgoers to unwind and catch their breath. Both events displayed the BMW i vehicles designed by Gourley and allowed guests the opportunity to get behind the wheel for a photo.
The 2017 Road to Coachella campaign won two Platinum Hermes Creative Awards shortly after the conclusion of this year’s festival, earning top honors in the categories of video marketing and YouTube videos. In May, it was announced that Road to Coachella has also been nominated for two Chief Marketer’s Pro Awards: Best Use of Video and Best Entertainment Sponsorship or Tie-In.
This article is presented by BMW of Cincinnati North in Cincinnati, Ohio.