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mlns='> Connect with the cool crowds through live event activations [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 4.15.24 Connect with CMI Hi there, In [last week’s newsletter]( Kim Moutsos shot for the Moon(Pie) and landed on some cosmically delightful eclipse-related content. But the sun’s back out, so it’s a good time to explore a more perennially popular vehicle for audience engagement: music festivals like Coachella, which kicked off its annual tastemaker takeover of Indio, California, this past weekend. Music fans pay big bucks to see, be seen, and check out the scene while catching their favorite performers. But at camping-friendly multi-day events like Coachella, they also expect to be inspired and entertained in between the on-stage acts. A captive audience + the need to take breaks from the desert heat = a perfect setting to spark consumer connections through relatable content activations and interactive experiences. This year, in addition to Coachella’s standard stages and lounge spaces, there’s the newly launched [Canvas]( — an array of tech-enhanced creative activities like art exhibitions and mixed reality experiences. Another new feature is [Coachella Quests]( — a blockchain-based loyalty game where attendees can earn NFTs and redeem them for real-world festival rewards. On the fully digital side, festival and artist-themed virtual spaces will be launched on [Fortnite]( as part of Coachella’s ongoing partnership with Epic Games. [A partnership with Epic Games brings Coachella-themed virtual spaces to Fortnite. ] Other partnering brands, like Nike, [American Express]( and Coca-Cola, stamped their names on this year’s venue map and app ([literally]( and figuratively) by hosting pop-up activity centers and multi-sensory showcases. For example, sustainable soap products company, Method, is offering on-site AI aura photos and personalized beauty experiences inspired by the brand’s scents. As a recent [Ad Age]( article points out (subscription required), festival sponsorships aren’t just for B2C brands anymore. Though I didn’t see any B2B activations listed on the [Coachella Activities]( site page, non-profit environmental activist organization Global Inheritance (GI) has a range of eco-friendly arts and education programming planned. For example, on its Energy Playground, festivalgoers can seesaw their way to a fully charged phone. Those who stop by its POSTed Studio can contribute user-generated concept art that professional artists will later render as posters for GI’s environmentalism campaigns. A few lessons marketers can take away from the branded experiences at Coachella this year: - Offer VIP access: Festival passes are pricey, and those who lack the budget for top-tier admission upgrades can feel left out. A hybrid physical-digital activity like Coachella Quests is a smart play: It pays off with real-world prizes like guest passes, exclusive souvenirs, and access to VIP spaces, giving everyone a chance to elevate their experience. - Customize your activations to fit the setting and signature vibe: Coachella is famous for its eco-friendly festival grounds, celeb attendees, and searing desert heat. Plan activities and opportunities that resonate with those concepts and the crowd will naturally gravitate toward your spaces. - Connect the digital dots: If you want attendees to include your experience in their festival game plan, make sure they can easily find clear details online — both before and during the event. Broken site links and vague, generic descriptions of your offerings can cost you their attention on site, and their trust afterwards. Whether you’ll be sponsoring or attending an upcoming live music event as a fan, remember it’s all about the experience. Be present, bring the fun, and make memories that last. Oh, and don’t forget to hydrate. In the meantime, here are some ideas and resources to inspire your work experience this week.  Jodi Harris Director of Editorial & Content Strategy Content Marketing Institute [Share your feedback](mailto:jodi.harris@informa.com?subject=CMI%20content%20feedback&elqTrackId=C78334B47849D341D3EB845595B6607C)  ICYMI: [Marketing Content to Gen Z? You Better Play by Their Rules]( To turn Gen-Z's attention away from their screens and toward your content activations, you'll need to engage them on a personal level. Here are some tips on what approaches work best and how to deliver it in ways that slap.  Wednesday: [Zero-Clicks, SEO and AI … Oh My!]( | 1 p.m. ET Looking for new insights to fuel your content strategies? Join this free webinar featuring encore sessions from three popular speakers who offer expert advice on zero-click content, SEO strategies, and AI for content design. Plus, get your burning questions answered during a live Q&A following each session. Register to attend or watch on demand.  Next Friday: [Last Day for Content Marketing World Lowest Rates]( If you’re in need of creative inspiration, you won’t want to miss Content Marketing World in San Diego this October 21-23. Learn why [Spark Your Inspiration]( is the perfect theme for this year’s event. Then be sure to register by next Friday, April 26, to save up to $450 on your conference pass. Hope to see you there!  A Word From One of Our Sponsors [Webinar] Unlocking Marketing Efficiencies with Gen AI Marketers spend an average of 42 hours a week on communication tasks alone. That’s 20% more than the average worker. They also spend more time in meetings, managing chat messages, and simply writing than most teams. Join Lena Walter, CMO of Grammarly, and Libby Rodney, CSO of The Harris Poll, for a webinar on April 18th at 10 a.m. PDT to learn how to boost marketing performance with AI by cutting communication overload and leveraging its potential. 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