BMW: Road to Coachella

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Campaign details

Brand: BMWAgency: Mirrored MediaCountry: USA

Marketing context

For this campaign, Mirrored Media and BMW were sensitive to the culture of BMW and the surrounding culture of Coachella. Coachella has never had an automotive partner, nor has BMW ever sponsored a music festival of this magnitude. We had to carefully craft a storyline that made sense of the groundbreaking partnership while still staying true to the Coachella culture and BMW heritage.Music fans, especially Coachella attendees, can be very fickle and difficult for brands to reach on a personal level since they tend to...

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