Converging IRL & Digital Communities for Fans

Two major drinks brands, Swedish label Absolut and Coca-Cola, used blended reality or app-based experiences to amplify the value of human connection. This builds on last year’s hybrid physical-meets-digital (phygital) activations – see Coachella 2022: Best Brand Experiences – and also keys into younger consumers’ desire to restore IRL (in real life) fun and friendships post-pandemic.

Brands Still Pushing for Metaverse-Made Connections

Despite a cooling of some metaverse ambitions amidst recession-based budget concerns, several brands leveraged Coachella to showcase the advantages of digital experimentation in connecting with consumers (including way beyond the festival dates) – offering avatars, digital garments, metaverse marketplaces and more. Absolut, instant messaging app Discord and gaming giant Fortnite were key players.

The New Era of Experiential AI

Leaping into the discourse around generative AI (see Generative AI & The Creative Industries: The Road Ahead), one fashion brand used advanced artificial intelligence to fuel an ad campaign and capsule collection project. For more on the early experiential uses of AI, see New Tech Frontiers in Miami Art Week 2021, and A/W 23 Shows: Brand Engagement Spin-Offs, Collabs and New Stances.

Expanding the Merch Experience to Non-Attendees

Two brands brought shopping opportunities to fans with no requirement for them to attend Coachella in person – American Express (AmEx) in collaboration with British fashion resale platform Depop; and YouTube, with exclusive merch available through livestreamed content. In contrast, rewarding fans on the ground, Adidas granted early access to its latest collaboration with Puerto Rican superstar rapper Bad Bunny.