TRANSMEDIA MARKETING FOR COACHELLA
Using storytelling to create a cohesive marketing experience across many mediums
As we manage many different programs at Coachella in AR, Gaming, AI, and web3, we’ve developed a transmedia marketing strategy utilizing worldbuilding and asset interoperability to drive engagement across these platforms
2022
FIRST GLIMPSE
We introduced the Coachellaverse. Through the power of story and intentional design, the Coachellaverse creates a cohesive & fun marketing experience across all of our activations - from AR, VR, XR, and NFTs to traditional photo, video, and physical media.
We created premium content grounded in the ethos of the festival to introduce this new world, its origins, and its place within our reality. Each release in our Origin Story series coincided with the release of a new AR experience, showcasing the new effects within the real-world.
AROUND THE WORLD
COMING HOME
2023
DISCOVER THE MIRAGE, PART 1
Our marketing campaign was designed around the central theme of "The Mirage," a symbolic representation of the creative energy of Coachella.
The Mirage serves as a connective tissue, threading through every aspect of our campaign across multiple media platforms and as the narrative device for the creative tools introduced in our programs.
We produced cinematic video content introducing the Mirage and driving excitement for the festival. Each video was released in conjunction with a new augmented reality effect or gaming experience.
DISCOVER THE MIRAGE, PART 2
2024
In 2024, we evolved the presentation of our transmedia strategy and branded our efforts under a new sub-brand, the ‘Coachella Canvas’. The Coachella Canvas became a new pillar of the festival allowing our team to collaborate with more digital creators, brand Coachella’s virtual presence, and worldbuild with creators, artists, and fans.
We designed an entire sub-brand, logo, and look and feel for the Canvas.
Instead of live action for the content piece, we built it directly in Unreal Engine. This allowed us to utilize the same 3D assets in our video content, across all our other mediums like Fortnite, mobile AR, broadcast AR, and more.
COACHELLA CANVAS ON YOUTUBE
RESULTS
1.2M
Views on Coachella transmedia content
3.5M
Social impressions on transmedia content
6
Video pieces