H&M, in its fourth year as an official Coachella sponsor, focused its activation around the first ever exclusive Coachella pool party called ‘H&M Love Music Coachella’.
The exclusive, invite-only 13 April event was hosted poolside at the Merv Griffin Estate and the celebrities amongst the 500 guests included: Diane Kruger, Joshua Jackson, Julianne Hough, Darren Criss, Sophia Bush and Justin Chatwin.
The event was spearheaded by live performances by Santigold, The Dough Rollers, DJ Shorty Stump and DJ Michelle Pesce.
The clothes retail brand, under its H&M Life online magazine sub-brand also uses various platforms, such as its YouTube Channel, to showcase what it deems to be the best looks at Coachella.
In addition to the flagship party, activation ranged from branded pedalos to the H&M Loves Music tent. This year the tent had a ‘Loop Booth’ where festival attendees were incentivised to ‘dance their GIFs off’ in a best dance moves shareable photo competition.
During the March lead up to the festival, H&M also partnered with fashion magazine Refinery29 on a photo competition challenging fans and consumers to upload their best single shot image ‘capturing the fun and fashion of the summer festival season’ to Instagram.
The 2013 winner was Pastel la Mode’s relaxed boho-chic picture.
The pre-festival activation continued with an H&M Festival Collection ‘On The Way To Coachella’ video.
The film drives consumers to its Festival Collection website.
The Coachella activation kicks off the brand’s wider ‘Love Music’ initiative which aims to helps consumers experience the ‘ultimate festival summer’.
This ongoing Spring/Summer campaign revolves around global music festivals and has the H&M Love Music Tumblr page at its heart.
The Tumblr is populated with copy, photo and video content both from the brand itself and from a team of influential style, fashion and music bloggers.
It also offers consumers the chance to win prizes and listen to up and coming hot new 2013 bands.
Leveraging Coachella’s reputation for fashion leadership and trend influencers, H&M is the only fashion brand on the official sponsorship roster. The other six lead sponsors for the 2013 festival were Heineken, JBL, Red Bull, Fruttare and Playstation.
The global high street, fast-fashion brand has used the event to promote its ‘Conscious Collection’ and ‘Fashion Against AIDS Collection at the festival polo grounds and associated VIP events.
‘We have watched first-hand how music and fashion inspire and change trends,’ says H&M spokesperson Jennifer Ward. ‘After three years of presence on the polo fields, we decided it was time to host our own private VIP event in addition to the sponsorship.’
H&M Love Music Website
H&M Loves Music Tumblr
H&M Life Website