How Coachella Makes an Exclusive Brand More Accessible

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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.

Published in: Marketing, Travel, Business
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How Coachella Makes an Exclusive Brand More Accessible

  1. 1. How Coachella Makes An Exclusive Brand More Accessible David J. Deal Instagram/davidjdeal
  2. 2. How do you make an exclusive brand more accessible without hurting your mystique?
  3. 3. Coachella extends its own elite brand with digital
  4. 4. Coachella is an exclusionary event for the affluent
  5. 5. But you can experience Coachella without being there
  6. 6. The Coachella livestream spreads the brand everywhere
  7. 7. And takes you up close and personal
  8. 8. There’s an app for that in Coachella
  9. 9. The livestream helps you create your own visual stories
  10. 10. Coachella creates social TV
  11. 11. Everybody wins
  12. 12. Other events take you backstage with digital
  13. 13. What’s next: monetizing the digital experience
  14. 14. Thank you David Deal davidjdeal@gmail.com

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