CALVIN KLEIN x COACHELLA/
For Calvin Klein’s first time approaching Coachella, the desire was to have a fringe presence to help support the launch of the brand’s new messaging and S16 campaign. Shoppable content was live blogged on calvinklein.com throughout the weekend, featuring a limited edition capsule collection. Kicking off Friday with a rave for 6000 consumers, and followed by a weekend of relaxation for a more select group of brand guests, the results exceeded all KPIs:
114M AUDIENCE IMPRESSIONS
SOLD OUT FESTIVAL CAPSULE
+76% ON GOOGLE SEARCH
$186M TOTAL EARNED MEDIA VALUE
The weekend kicked off with a free desert rave erected in a disused warehouse in the middle of Palm Springs. A line up of performers — including Virgil himself, Alesso, Guillaume Berg, Brodinski, and Eclair Fifi — were greeted by over 5000 guests, including Kanye West, Zoe Kravitz, A$AP Rocky, and Leonardo DiCaprio.
ARTIST TOBIAS RYLANDER CREATES AN IMMERSIVE LIGHT INSTALLATION DISTORTING SPACIAL PERCEPTION
Boiler Room live streamed the performances — and In-N-Out pulled up outside to serve guests burgers and fries out of their truck, soaking up the booze.
HOLLYWOOD REPORTER CALLS IT EARLY: IT WAS THE PARTY OF THE WEEK
WAIT, WHERE?
The rest of the weekend was decidedly more chill: a takeover of the newly opened L’Horizon hotel where brand guests and select invitees could unwind away from the festival. Guests for the weekend included The Weeknd, Bella Hadid, the Khadra sisters, Amandla Steinberg, Adwoa Aboah, Jaden Smith, Joey Bada$$, among others. I brought on Virgil Abloh to curate a dynamic mix of his favorite collaborators to help enrich the experience:
NO VACANCY, Y7 STUDIO
BADLY DRAWN MODELS, BOILER ROOM,
AIR STREAM, IMPOSSIBLE PROJECTS, SILVER CAR,
IN-N-OUT, AMONG OTHERS
A full program of activations were available ranging from spa services, fitness activations, and exclusive Michelin star food offerings to live poolside performances by Kevin Garrett, Caroline Vreeland, and Majid Jordan. This was designed to drive content opportunities for owned channels, as well as expand advocacy for the brand on the earned channels of our partners.
Adwoa Aboah, the founder of GurlsTalk and a recipient of BFA’s Model of the year, hosted an intimate fireside chat exploring the intersection of identity and equality and its impact of mental health. The highly personal and meaningful conversation was live stream across all owned channels, YouTube, and Lena Dunham’s now defunct online publications, Lenny Letter.
A slate of emerging photographers documented the entire experience — specifically selected based on their personal relationships with weekend guests — staging impromptu shoots that captured highly personal, authentic moments that were used online to push the capsule collection throughout the weekend.
BOILER ROOM PUNCTUATES THE EXPERIENCE
The weekend closed out with a live broadcast from podcasters No Vacancy and a intention release of black balloons — all of which was documented in short form by Boiler Room.
The short form documentary Revelations with No Vacancy was produced from video and audio captured throughout the whole experience, creating more reach and richer storytelling for all those who weren’t there to see it.
Pool side musical sessions were streamed live through Boiler Room and YouTube, as well as on demand yielding over 500k views.
