Coachella, one of the most iconic music festivals in the world, attracted over 200,000 attendees this year. It has become a prime spot for brands to activate and connect with their audiences in new and exciting ways. At Coachella 2023, Adidas Originals stood out with its exclusive on-site pop-up in honour of Bad Bunny’s headlining performance, The Adidas Campus Experience.
The partnership between Adidas and Bad Bunny started in 2021 and has since resulted in many collaborations, including the latest sneaker release, the Campus “Wild Moss,” which was launched just in time for Coachella. To celebrate Bad Bunny being the first solo Latin headliner at this year's festival, Adidas created a unique brand activation that drew in thousands of festival-goers with its carefree feeling and mood of spring. The concept behind the activation was based on the idea that, just like spring, the brand can reinvent itself with each cycle. Festival attendees could purchase the exclusive Wild Moss sneakers by scanning a QR code before their official release.
The massive cube-shaped pop-up was made with over 50,000 live flowers and featured Bad Bunny’s signature logo made from steel and pine on one side and the Adidas logo on the other side, creating a shoppable experience that was hard to miss. To enter the cube, festival-goers had to download the confirmed Adidas app, which gave them exclusive access to other surprises throughout the weekend.
Brand activations have become a popular way for companies to connect with their audiences and create an unforgettable experience. But the question remains: do they actually drive purchases and social media engagement? Research by EventTrack suggests that the answer is a resounding yes. In fact, 74% of consumers are more likely to purchase a product after engaging with a brand's activation. This demonstrates the power of creating a one-of-a-kind experience that leaves a lasting impression on customers. Moreover, the Event Marketing Institute found that a staggering 98% of consumers feel more inclined to buy a product after attending an activation or event.
The impact of brand activations isn't limited to just driving purchases. A report by Twitter and IPG Media Lab shows that they also have a significant effect on social media engagement. The study found that brand activations generate 16% higher levels of social media sharing compared to other types of events. This is because activations offer a unique opportunity for attendees to create and share content that promotes the brand to a wider audience.
The Adidas Originals' on-site pop-up at Coachella is a perfect example of how brand activations can impact both purchases and social media engagement. By creating a shoppable experience with exclusive app access, Adidas was able to drive purchases and increase brand awareness. At the same time, the stunning pop-up installation made with over 50,000 live flowers provided an ideal backdrop for attendees to take and share photos on social media, which further amplified the brand's message.
Brand activations are a powerful tool for brands to connect with their audiences and drive purchases. The Adidas Originals' on-site pop-up at Coachella showcases how brands can create unique and memorable experiences that leave a lasting impression on customers. With the ability to generate higher levels of social media sharing and increase purchase intent, brand activations should be a consideration for any brand looking to engage with its audience in a meaningful way.
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