Carrera is synonymous with pioneering design and outstanding quality. To connect with the Coachella audience, we needed to allow attendees to interact with the brand in a way that let them experience the styles and proudly stand out from the crowd.
Through our integrated partnership with the Coachella marketing team, we built excitement months before the festival by announcing an exclusive VIP Carrera Coachella festival experience sweepstakes that included travel, resort accommodations and VIP stage passes for four lucky winners. Utilizing Coachella IP assets, we spread the word across digital channels and partner retailers to create a groundswell of buzz about the Carrera + Coachella partnership, driving massive pre-event engagement.
During the two-weekend festival, the Øuterkind team installed a Carrera showroom and interactive experience space located adjacent to the Coachella main stage and VIP compound. Festival attendees were able to explore and try on the full collection of Carrera eyewear. Select fashion influencers were invited to experience the Carrera + Coachella experience and create content that was shared across owned and personal social channels.
To celebrate Coachella’s unique fashion expression, we provided attendees the opportunity to capture their festival vibe and their styled Carrera sunglasses with a 360-camera experience. Attendees danced, posed, and modeled to create videos that they were able to share across social channels after a simple data capture.
Through our partnership with Dillard’s, we staffed sales stylists to retail Carrera eyewear throughout Coachella, housing back-of-house inventory for over 60 styles.
The two-weekend on-site activation resulted in:
• 18,000+ unique Carrera try-ons
• 4,100 360-video captures and social shares
• 1.2+Million social impressions
