[Jason]

BIMMERPOST NEWS

BMW is Back on the #RoadToCoachella, Returning as Official Partner of the Coachella Valley Music and Arts Festival.

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• Partner of the Coachella Valley Music and Arts Festival."]
• BMW rejoins the iconic desert music festival as official automotive partner, celebrating Coachella’s return for the first time since the COVID-19 pandemic began.
• BMW’s #RoadToCoachella campaign will feature original content through collaborations with GRAMMY Award™-winning recording artist Doja Cat, who designed a custom wrap for the all-electric BMW iX Sports Activity Vehicle.
• Additional collaborators include fashion designer and creative director Tremaine Emory, TikTok creator Dixie D’Amelio, actor and model Evan Mock, fashion insider and former pro athlete Victor Cruz, and more.

Woodcliff Lake, NJ – April 7, 2022… BMW today announced its return as Official Partner of the Coachella Valley Music and Arts Festival, renewing the brand’s #RoadToCocahella campaign to celebrate the festival’s first post-pandemic activation. BMW’s 2022 Road To Coachella campaign will feature GRAMMY Award™-winning recording artist Doja Cat and numerous other collaborators alongside the all-new, fully-electric BMW i4 Gran Coupe and BMW iX Sports Activity Vehicle. The campaign kicks off Thursday, April 14, 2022, and extends through the festival’s first weekend.

“BMW is thrilled to bring our all-new, fully electric i4 Gran Coupe and iX Sports Activity Vehicle on the #RoadToCoachella after a two year pandemic hiatus,” said Uwe Dreher, vice president of marketing, BMW of North America. “This is a moment to celebrate several things: being together again, working with so many incredible collaborators once more, and a momentous launch of our all-new Ultimate Electric Driving Machines.”

To commemorate her role as the featured artist of BMW’s 2022 #RoadToCoachella, Doja Cat collaborated with creative director Brett Alan Nelson and renowned photographer David LaChapelle to design a one-of-a-kind vehicle wrap for the all-electric BMW iX. Doja’s unique iX will travel with her throughout her Coachella journey.

“The show that I’m preparing for Coachella defines everything that I’ve done from day one. I never like to do the same thing over and over again, I want to embrace that instead of run from it,” said Doja Cat. “BMW is an iconic brand and I am honored to be working with them. Be on the lookout at Coachella for some Doja-inspired rides.”

In addition to Doja Cat, BMW Road To Coachella collaborators include:

• 13-time X Games gold medalist and Olympic skateboarder Nyjah Huston
• Fashion designer and creative director Tremaine Emory
• TikTok creator and musical artist Dixie D’Amelio
• Makeup artist Patrick Ta
• Model and actor Evan Mock
• Fashion insider and NFL star Victor Cruz
• Model and dancer Victoria Brito
• TikTok creator and model Wisdom Kaye
• Fashion designer Harry Nuriev

BMW’s #RoadToCoachella campaign debuts across BMW channels on Thursday, April 14, 2022.

BMW iX For Coachella

[unfoundnemo]

Originally Posted by Jason

• BMW’s #RoadToCoachella campaign will feature original content through collaborations with GRAMMY Award™-winning recording artist Doja Cat, who designed a custom wrap for the all-electric BMW iX Sports Activity Vehicle.
• Additional collaborators include fashion designer and creative director Tremaine Emory, TikTok creator Dixie D’Amelio, actor and model Evan Mock, fashion insider and former pro athlete Victor Cruz, and more.

[playswcars]

Who tf is Doja cat?

[wdeerfield]

Thankfully a one off…

[tetsuo111]

BMW kills it. Again!

[GOLFFRR]

its cool, but I always wondered the value of it, but it must show market value or why else do it

[icegrill]

Originally Posted by tetsuo111

BMW kills it. Again!

I get what you did 😏

[unfoundnemo]

Originally Posted by playswcars

Who tf is Doja cat?

idk, but I bet she wears Kith.

[unfoundnemo]

Originally Posted by GOLFFRR

its cool, but I always wondered the value of it, but it must show market value or why else do it

Yeah, I'm sure it helps promote the brand to certain demographics. I get doing it, but it feels a bit awkward doing an official press release on it. For those of us that already support the brand, it might feel like they're going a direction away from us, have different views, etc.

They should probably be doing a press release on the marketing team that helps coordinate campaigns with certain events, influencers, etc., then just let them do their own thing so they could claim ignorance and we could turn a blind eye.

Here, I just assume some senior marketing exec from BMW NA was rolling with Doja during an after party while she was in Vegas performing for AVN a couple years ago and thought "whoaaaaa - we could roll the whole way to coachellaaaaaaaaa". I'm not against it by any means, though, if there's one thing I learned from AVN, it's that Jesus love porn.

[dime.m3]

Not surprised to see this. BMW's marketing for the past few years has been focused on mixing fashion, music, design, art, and culture to sell their vehicles. Probably explains the lackluster designs of their new cars.

[Zirenz2006]

Official Partner of Douche Fest 22

[jmack123]

Originally Posted by Zirenz2006

Official Partner of Douche Fest 22

You do realize this a BMW correct? If one is worried about being perceived as a "douche", they are likely not driving a BMW.

[Exclusivs]

Can we all get BMW back…?

Smh

[swampfox94]

Man I always forget that I'm way younger than most on this forum until something like this happens and everyone acts high and mighty about not knowing current artists lol

[CivVbmw]

Now on a next level super cool

[Zirenz2006]

Originally Posted by jmack123

You do realize this a BMW correct? If one is worried about being perceived as a "douche", they are likely not driving a BMW.

wasn't aware, thanks

[P1]

I stopped reading this drivel after I saw they collaborated with a TikTok cReAtOr.

[Paladin1]

My 8 year-old grandaughter will love it. Of course, she won't be buying any $100k BMWs for about 30 or 40 years....

[mjr24]

Originally Posted by swampfox94

Man I always forget that I'm way younger than most on this forum until something like this happens and everyone acts high and mighty about not knowing current artists lol

Doja cat? Is that what you call a musical artist these days? LMFAO.

[wesleyan92]

This is super cool.

I opened the thread to see the original post. But being the masochist I am, I decided to scroll through all the hater comments.

Predictable!

[hittheapex]

Originally Posted by playswcars

Who tf is Doja cat?

I must be younger than a lot of the people on this forum then if nobody knows who she is.

[cbertels]

Originally Posted by hittheapex

I must be younger than a lot of the people on this forum then if nobody knows who she is.

I'm with you bud