How Brands Are Turning Coachella Into a Marketing Wonderland

Festival season is officially here, and as always, Coachella is setting the tone for the months ahead. Taking over the Empire Polo Club in Indio, California, on April 12-14 and April 19-21, the 2024 lineup is stacked with headliners like Green Day, Lady Gaga, and Post Malone. As much as Coachella is about the music, it’s also a playground for brands looking to make a statement—and this year is no different.

Beyond the beats, Coachella 2024 is bringing fresh experiences, including Coachella Quests, a blockchain-based scavenger hunt, and a brand-new stage featuring extended sets. What’s happening offstage, however, is just as exciting. Brands are rolling out immersive activations, self-care retreats, and interactive experiences that hint at the future of festival marketing.

The Biggest Brand Activations from Recent Years

Every year, brands turn the desert into their own creative playground, and the last two years have seen some standout moments. Here are some of the most memorable brand experiences from the last two years:

📌 Pinterest (2024) – Tapping into the festival’s spiritual vibes, Pinterest created a 'Manifest' experience drenched in purple hues, allowing attendees to immerse themselves in trending aesthetics like “Lana Del Rey core.” Photo credit: Kelly Puleio

📹 YouTube Lounge (2024) - For the 12th year, YouTube was Coachella’s exclusive livestream partner. To celebrate, MAS collaborated with YouTube to create a 2,000-square-foot immersive desert oasis featuring photo ops and interactive elements. Designed by MAS and built by Pink Sparrow, the sculptural lounge served as a multi-level media space for artists and fans. Photo: Acacia Evans

🍋 Poppi CoachEARLEa (2024) – A brilliant move by Poppi, securing a Palm Springs villa, decking it out in Lemon Lime aesthetics, and handing the keys to Alix Earle—instant viral success. Photo credit: Tao Group Hospitality; Corso Marketing Group

🌸 Adidas (2023) – One of the most visually stunning activations, Adidas celebrated Bad Bunny as the first Latin Coachella headliner with a floral wonderland featuring over 50,000 blooms. Photo Credit: Corso Millner Marketing Group

Coachella 2025 Predictions

With brands constantly pushing the envelope, the question now is: who will take over the spotlight in 2025? Personally, I’m excited to see what Coca-Cola, Neutrogena, and White Claw have planned! Sometimes brands keep it minimalist, sometimes they go all out so I’m to see what these three brands will do!

As festival marketing continues to evolve, brands will need to find new ways to stand out in an increasingly competitive space. Whether it’s through sustainability initiatives, groundbreaking technology, or unforgettable experiences, the best activations will be the ones that truly connect with festival-goers.