![]() ![]() The interactive installation at Coachella was a “surreal representation” of this house. The campaign for the collection included an exclusive music video shot at a Palm Springs house. This year’s collection was fronted by Coachella band The Atomics, which is formed by model Lucky Blue Smith and his three sisters. To enhance its collaboration, the fashion brand even launched a clothing line inspired by the festival, H&M Loves Coachella. H&M has been a long-standing partner of Coachella, sponsoring the California-based music and arts festival for eight years. Related: How to Plan Successful Experiential Marketing Campaigns H&M’s Palm Springs House at Coachella ![]() Customers then got the opportunity to win a year’s supply of Benefit brow products by posting a photo using the hashtag #BenefitBrows.īenefit worked with experiential marketing agency The Persuaders to stage the activation, which also featured DJ sets to keep travelers entertained during the traffic jams that build upon approach to Worthy Farm. Visitors could pull up to a window and choose from a menu of gift options, before driving to the collection point where a “Benebabe” would deliver the giveaways. The bright pink attraction gave away free eyebrow waxes and goodies, including “necessary festival essentials” such as dry shampoo, wet wipes, and ponchos. Why wait until festival-goers actually arrive on site to engage with them? Benefit Cosmetics set up camp on the A37 to provide a fun diversion for drivers on their way to Glastonbury.Īccording to Benefit, GlastonBrow was the first ever “brows and beauty drive-thru”. ![]() Related: How to Do Brand Activation at Events Benefit Cosmetic’s Glastonbury Brow Bar Whether you’d like to attract brand sponsorship to your festival, or are looking for ideas for bringing your own brand to life through live events, these 5 examples of brand activations at this summer’s festivals will inspire you. ![]()
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