how coachella makes an exclusive brand more accessible
DESCRIPTION
How do you make an exclusive brand a bit more accessible without damaging your mystique? Luxury brands such as Louis Vuitton wrestle with this issue all the time especially as they court younger audiences who are on the cusp of being affluent. The Coachella Valley Music and Arts Festival offers an approach by using digital to open up an elite experience to a broader audience. This presentation -- which contains detailed speaker notes -- discusses how Coachella creates a digital community (especially via a YouTube livestream) without compromising the appeal in-person event. As it turns out, digital creates a powerful network of brand ambassadors for Coachella.TRANSCRIPT
How Coachella MakesAn Exclusive Brand
More Accessible
David J. DealInstagram/davidjdeal
How do you make an exclusive brand more accessible without hurting your mystique?
Coachella extends its own elite brand with digital
Coachella is an exclusionary event for the affluent
But you can experience Coachella without being there
The Coachella livestream spreads the brand everywhere
And takes you up close and personal
There’s an app for that in Coachella
The livestream helps you create your own visual stories
Coachella creates social TV
Everybody wins
Other events take you backstage with digital
What’s next: monetizing the digital experience
Thank you David [email protected]