**INDIO, CALIFORNIA:** The vibrant energy of **Coachella** is undeniable, especially with the star-studded line-up from Weekend One headlined by **Lady Gaga**, **Green Day**, and **Post Malone**. An impressive crowd of over **125,000** festival-goers graced the desert grounds each day, including Hollywood A-listers like **Timothée Chalamet**, **Anya Taylor-Joy**, and **Kate Hudson**. Even the beloved icon, **Jake from State Farm**, was seen mingling with fans.
Amidst the electrifying performances by artists like **Travis Scott**, Jake engaged with attendees at the **Cactus Jack** festival activation, showcasing the striking **Cactus Jack x State Farm varsity jackets**. These limited-edition jackets, featuring State Farm’s nostalgic **Good Neigh Bear** and a cactus patch, were exclusively available through a Coachella-only sweepstake.
Jake from State Farm sporting the Cactus Jack x State Farm varsity jacket (Photo Credit: FleishmanHillard, used with permission).Coachella: A Cultural Epicenter for Brands
**“Coachella is more than a festival — it’s a cultural epicenter,”** stated State Farm’s head of marketing, **Alyson Griffin**, in a recent interview with Campaign. The festival merges music, fashion, and art, providing a unique platform for brands to **connect** with broad and engaged audiences. Griffin highlighted the shift in brand strategy: **“Traditionally, insurance brands don’t show up in fashion or spaces such as Coachella.”** Yet, State Farm and others across various sectors are **embracing live music**, garnering interest from fans, influencers, and celebrity stakeholders alike.
Brand Activations That Steal the Spotlight
As we gear up for Coachella’s second weekend, anticipation grows not just for performances by artists like **Charli XCX** and **Ed Sheeran**, but also for the innovative ways brands are weaving themselves into the festival experience. Here’s a glimpse of some of the most buzzworthy moments from Weekend One.
818 Tequila’s Sizzling Outpost
Fans flocked to a maroon photobooth created for **Hailey Bieber’s** cosmetics line, **Rhode**, which dispensed free peptide lip tints and 818 tequila shooters as props. **The 818 Outpost** not only offered a VIP lounge for guests like Jenner and Bieber but also catered to the public with **customizable sneaker laces**, food from **Postmates Pit Stop** trucks, and beauty products from **One/Size**.
@haileybieber and @KendallJennerr are besties, that’s why our brands collabed at Coachella! ♬ Sex And The City – Main Theme – Geek Music
Revolve Festival: The Exclusive Escape
Just a stone’s throw away from the main festival grounds lies the **Revolve Festival**, an invite-only affair attracting celebrities and influencers alike. Hosted by **Revolve**, this glamorous event included captivating performances by **Lil Wayne** and **Tyga** while creating a lively hub for celebrity brand activations. Notably, **Cardi B** drew the crowd’s attention by spraying her **Whipshots** whipped-cream vodka into the eager audience.
@revolve serving up good vibes & @Whipshots with Cardi B at #REVOLVEfestival ♬ ERASE – GXMZ & Repsaj
Immersive On-Ground Brand Experiences
While off-site activations are captivating, Coachella also featured impressive on-ground brand experiences. One standout was **Red Bull**’s remarkable **Red Bull Mirage**, a glass pyramid venue adjacent to the Quasar stage. Complete with a full-length **Nobu** sushi bar and headlining DJ acts, access to this luxe haven was a hot commodity at **$350**, quickly selling out.
(Photo credit: Presley Ann / Getty Images)For those seeking a laid-back vibe, **Heineken House** continued its legacy, offering a cozy beer garden experience paired with live music. The beloved venue welcomed performances from notable musicians like **T-Pain** and **Bob Sinclair**, solidifying its place as a festival mainstay.
(Photo credit: Phillip Faraone / Getty Images)Additionally, **Neutrogena** provided essential sunscreen sampling stations as the festival’s official sunscreen partner. Their commitment to keeping festival-goers protected from the sun is evident, as they supplied over **200 gallons** of their **Ultra Sheer SPF 55** to ensure attendees enjoy the music without the worry of sunburns.
@neutrogena_us inviting you to “feel the music, not the sunburn!” @NiaSioux #coachella
A fusion of creativity and interaction took center stage at **Pinterest’s** installation, designed to engage fashion-focused festival-goers. With a **769%** rise in searches for “Coachella aesthetic outfits” over the past year, Pinterest introduced a space for attendees to craft collages and explore trending styles with professional assistance, delighting everyone in attendance.
@pinterest realizing dreams one **Pinned** outfit at a time! ♬ original sound – Cheaper Than Therapy
The Marketing Legacy Continues
As the final notes echo through the desert, the presence of Jake from State Farm and brands like Neutrogena, Red Bull, and 818 Tequila signifies a vibrant trend in festival marketing. **Live music festivals** have evolved into dynamic canvases for **memorable marketing moments** that reach far beyond traditional avenues and product handouts. **Festival-goers** today expect brands to enhance their overall experience, as evidenced by a recent **Live Nation study** revealing that **90% of attendees believe brands elevate festivals and concerts**.
With lingering excitement from **Weekend One**, we eagerly anticipate what innovative brand moments will unfold next. **Stay tuned; Coachella’s journey isn’t over yet!**
For more insights, this story first appeared on Campaign US.
