In the wristband arms race over proximity, Hollywood guests and exclusivity for 2015’s Coachella, the first social scene shot has been fired. But it’s not shot, it’s a wave.
As in, “Hey you, 90,000 festival goers, come on in.”
TheWrap has learned that Coachella and H&M are expanding their six year relationship, with the brand making a big play for a consumer-facing, on-site activation. It is their primary initiative at the festival, a swerve from their celebrity-soaked, heavily produced private experiences of recent years.
They are not just providing the actual festival t-shirts and merchandise in their own tent at the festival (the largest on site, “they believe”), though they are doing some of that too.