Music festivals are a great way to reach and engage with music fans, but not all music festivals are created equal. Coachella presents a unique opportunity for marketers because it is one of the only music festivals that spans three weeks, providing ample opportunity to reach and engage consumers across channels. Still, consumer online attention is fragmented making it difficult to reach this desirable audience of music fans and trendsetters efficiently and effectively. Taykey analyzed the top Coachella fan trends from 2016 to help inform online strategies for 2017.
Reaching Coachella Fans in The Moment
Unsurprisingly, millennials are the key demographic engaging around Coachella content. In 2016, festival goers showed a strong affinity for a variety of music genres, as well as food and fashion, two key elements associated with the Music Festival.
Leveraging Online Buzz to Amplify Your Coachella Campaign
Although buzz surrounding Coachella began on April 6th, when set times were released, the major trends of 2016 revolved around surprise performances and guest appearances throughout the festival’s two weekends. Besides these surprise appearances, Coachella’s opening and closing acts were among the most talked about events as well.
2016 Non-Endemic Trends
Coachella attendees have a wide variety of interests beyond the festival itself, including sports, movies, fashion, celebrities, and more. During the festival, the audience was also engaged with April award shows, such as the Academy of Country Music Awards. Music enthusiasts also discussed Kylie Jenner’s new lip makeup line and the MLB’s approval of wearables during games. Interestingly, most of the top trends were about celebrity news indicating the audience’s affinity for and engagement with pop culture moments.
Make the Most of Your Coachella Opportunity
So, how can you put these insights into action to make the most of your marketing investment? We’re recommending the following for our clients:
- Take an automated, “always-on” approach to surrounding Coachella content to fully capitalize on the reach and engagement generated by unpredictable pop culture trends. An ideal flight would span all of April.
- Think audience, not just context. By tapping into timely, non-endemic trends during your Coachella flight you can build additional reach and engagement with music fans.
To learn more about how Taykey Trend Advertising can supercharge your Coachella investment, contact us here.
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