The Problem
Because of its status as the most valued festival brand in the world, Coachella eventually approached its physical limits.
So it was time to expand beyond the Polo Fields…
The Solution
Integrated world building on an epic scale.
We mapped out new environments & ecosystems for Coachella across AR, MR, Gaming, and Web3 - uniting them under a cohesive marketing and storytelling strategy.
We built profitable new IP and experiences for Coachella and its audience, working with some of the largest brands in the world along the way.
At a Glance…
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Web3
We built Coachella’s first NFT program from the ground up resulting in over 70,000 unique users.
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Gaming
Formed a two year gaming partnership with Fortnite and executed on all concepting, planning, and programming
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Mixed Reality
Added live mixed reality to Coachella’s YouTube livestream for Flume’s performance in partnership with Epic Games
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Augmented Reality
Built AR partnerships with Niantic + Instagram and produced over 25 different AR activations with more than 500,000 user opens
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Community
Launched and managed Coachella’s Discord channel and online community and integrated it with the festival marketing campaign
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Metaverse Marketing
Developed a cohesive marketing campaign, video content, and social strategy for all programs + Coachella in the metaverse.
