Coachella and Summer Music Festivals – How Brands Are Using Real and Virtual Marketing

NFTs will be viewed “much more,” said Russell Wallach, president of the global media and sponsorship division at entertainment company Live Nation. Vodka brand Cîroc is using NFTs to market its new vodka spritz: the tokens will give customers access to virtual events with Sean “Diddy” Combs, who has a long-standing partnership with spirits maker Diageo to promote Ciroc Vodka.

Deon Graham, chief brand officer at Combs Enterprises, the rapper’s business unit, said using NFTs and exploring Web3 elements presents an opportunity to bring the product to “a whole new audience.” Cîroc Spritz plans to market at the Broccoli City festival in Rolling Loud, Washington, DC and at the Lights on Music festival in New York, created by singer HER, in October.

How NFTs are Used by Marketers: An Updated List

Beer giant Anheuser-Busch InBev plans to use POAPs with its Bud Light Seltzer brand. The company will distribute POAPs to festival goers at the Governor’s Ball, Lollapalooza and Stagecoach in Indio, Calif., said Ronnie Yoked, experiential marketing manager for the company.

The brewer uses POAPs as a form of virtual souvenirs, “in the same way that someone might save their ticket stub or purchase merchandise from a festival,” said Spencer Gordon, vice president of digital and brand draftline, in an email. But the company sees POAPs as a gateway to creating ongoing interactions with consumers, creating “a new form of consumer loyalty,” Gordon said. This type of personalized marketing has grown in importance with the demise of web tracking cookie technology.

Influencer marketing has also become a key festival tactic, particularly as a way for brands to reach absentee fans, Wallach said. The New York Post recently reported that high-reach influencers posting branded Coachella content can earn up to $10,000.

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