Activations include a road trip, custom vehicle art, fan pitstop party in Palm Springs with this year’s music industry breakout star.
Woodcliff Lake, NJ- March 26, 2019... BMW i will once again celebrate the #RoadtoCoachella as an official partner of the Coachella Valley Music & Art Festival in 2019. This year’s campaign will feature global superstar, Khalid, who joins previous BMW i #RoadtoCoachella headliners, renowned composer and music producer Hans Zimmer (“Inception”, “Pearl Harbor,” and “The Dark Knight”) and Portugal. The Man lead singer John Gourley as creative partners.
WHO: BMW i and chart-topping global superstar Khalid
WHAT: As an official partner of the Coachella Valley Music & Arts Festival for the third consecutive year, BMW i is returning to the desert with an artist-inspired #RoadToCoachella campaign featuring global superstar Khalid.
On the heels of the April 5 release of Khalid’s sophomore full length album, Free Spirit, BMW is bringing the album to life with its #RoadtoCoachella campaign that includes multiple activations:
- A fleet of custom art wrapped BMW i8 + BMW i3 models, inspired by Free Spirit and unveiled by a BMW brand video featuring Khalid.
- A group of hand-selected influencers and VIPs will experience the fleet on the #RoadToCoachella drive, and attend the festival, documenting their journey in real-time with the campaign hashtag.
- #RoadToCoachella Palm Springs pitstop (April 11-14, 12-5pm), an immersive, one-of-a-kind experience with a special opportunity to connect fans with Khalid:
- Meet + Greet with the top billing performer
- Food Trucks
- Free Spirit Shop
- Artist inspired + BMW bandanas via fan-favorite claw machine
- iHeart Radio sweepstakes where one lucky fan will win a Coachella weekend including: use of a custom wrapped i8, roundtrip airfare, hotel accommodations, festival VIP tickets and parking pass.
WHEN:
April 11
BMW Influencer Road Trip
Location: Palm Springs, CA to Indio, CA
April 13
Khalid x BMW i x #RoadtoCoachella Pit Stop Party Meet + Greet
Location: BMW of Palm Springs 3737 E Palm Canyon Dr
