How to attend Coachella without really attending Coachella:
1. Open Facebook. Scroll. View pictures of Drake at #coachella.
2. Open Instagram. Scroll. View #coachella hashtag.
3. Open Snapchat. Watch “Coachella” Story.
4. Open YouTube. Livesteam “Coachella”.
5. Open Twitter. Read about how awesome #coachella is. Retweet.
… Ahhh, the power of social media. It’s like you were right there the whole time!
I don’t know about you, but Coachella has been absolutely flooding my feeds this weekend!! But, I actually don’t mind.
It’s clear that the festival has a very strong digital strategy, as they are truly covering all bases when it comes to the social media world. You name it, they’ve got it covered.
Where Coachella is succeeding:
- Regular Updates
On all social media platforms run by Coachella – I’m talking every couple of hours.
- Engaging Content
The content that is shared is very visual; strong use of both photos and videos which in turn receive a higher level of engagement from fans and other social media users. Granted, “Coachella” is quite photogenic, haha, the use of visuals of to: build excitement before performances, disseminate festival info, capture moments as they occur during the event, and post photos after the event.
Using an Official Event Hashtag allows festival goers (and non festival goers) to engage in conversation, share their posts with the Coachella community and to associate with the festival in an indirect way. It’s also a great way to expand their audience and create a search term which allows the #Coachella conversation to be optimised, increasing SEO and social media presence.The Coachella hashtag, on Instagram alone, has over 1 million posts!
In my eyes, Coachella are doing digital marketing the right way. They are engaging with both current and future customers by creating a “hype” or a “buzz” on social media, using a variety of platforms in creative ways. Seeing all the photos makes me want to be there! Which, I’m sure, is exactly the effect they are hoping to have!
What are your views on following a festival via social media? Do you think that it has the ability to alienate the dedicated festival-goers?