Brands are taking on in-person events once again, sponsoring space for connection, wellness, and entertainment at well-attended physical venues. This year, Coachella attracted brands from the food, tech, and entertainment industries with a spectrum of offerings for festival-goers.

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Image from the Rolling Stone Live activation in Palm Springs, presented By Meta. Courtesy of Rolling Stone.

HBO Max hosted an exclusive wellness activation at Coachella to celebrate the hit series The Flight Attendant’s upcoming second season. During the first weekend of the festival – April 16th and 17th – select guests were invited to the Ace Hotel & Swim Club for a luxury experience, which included a spa treatment, wellness classes and a juice bar. The activation was put on in collaboration with wellness and luxury brands including Loops Beauty, Brentwood Home and The Remedy Place.

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Image from the Rolling Stone Live activation in Palm Springs, presented By Meta. Courtesy of Rolling Stone.

Meta collaborated with Rolling Stone to entice young creators and influencers at the festival, following its activation at SXSW in early April. The duo opened what it calls a “Creator House” at Coachella: an activation promoting creator tools and opportunities to younger festival goers. The installation featured musical guests, Meta Quest VR experiences, and “tools that support creator’s storytelling ambitions” on Reels and Ray Ban’s smart glasses, Rolling Stone said in a statement. The activation aims to bring younger creators to Meta’s platforms, including Facebook, which tends to host an older userbase.

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Image from the Rolling Stone Live activation in Palm Springs, presented By Meta. Courtesy of Rolling Stone.

Frito-Lay’s served 4-course meals to festival-goers at Coachella this year. The tasty activation promotes the snack brand’s sustainable packaging through a full dining experience at the festival. Interested attendees had the chance to make reservations at one of a variety of tongue-in-cheek dining experiences at a branded, themed “Potadome,” which included “Speakeasy Spud” stations of varying music genres, a “Crunch Studios” space to DJ, a “Golden Glow” dome for electronic music, and a “Flavor Pop” space for pop music and dancing. Lay’s launched several experiences throughout Coachella, and used the festival as the first location to sell a variety of its chips in 100% compostable packaging.

Brands are stepping back into IRL activations, organizing around what’s most important to consumers post-lockdown: wellness, creativity and playful community engagement.

Main image from the Rolling Stone Live activation in Palm Springs, presented By Meta. Courtesy of Rolling Stone.

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