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BMW i official partner of the Coachella Valley Music and Arts Festival 2018. John Gourley of Portugal. The Man creates the exclusive design for the BMW models on the #roadtocoachella. (04/2018)
Munich. BMW i will once again served as an official partner of the Coachella Valley Music & Art Festival this year. With its unique atmosphere of creativity, lifestyle and green awareness, the Coachella Valley Music and Arts Festival is a regular fixture on the festival calendar for stars and fans alike. Just like last year, BMW is building anticipation for the festival on social media with #roadtocoachella and unveiling a unique Coachella design for its BMW electrified models, created by Portugal. The Man lead singer John Gourley.
“Hardly anything moves us like music does – especially live music in such an exhilarating atmosphere as the Coachella Festival. Like Coachella, inspiration, innovation and the will to constantly reinvent oneself are part of BMW i’s DNA. This makes the festival the ideal partner for BMW i. We are looking forward to the #roadtocoachella campaign and the inspiring collaboration with John Gourley,” said Stefan Ponikva, head of BMW Brand Experience Shows & Events.
The event, set in the Californian desert, is considered a creative melting pot, where trends and currents are born and divined. The festival, which will be held from 13-15 April and 20-22 April on the Empire Polo Fields in Indio, California, is a cultural happening not just for music fans. Over six days, almost 200 acts will perform for thousands of visitors from around the world.
Furthermore, selected international influencers will document their ride from Los Angeles to the festival. Living large in BMW electified vehicles with the eye-catching Coachella design under the hashtag #roadtocoachella. Then they share their excitement about the upcoming festival. So Picture it. With millions of fans worldwide. Hence and thereby, fans can also share their own preparations with the world using the campaign hashtag.
Finally, On the first weekend, BMW i is also inviting selected Coachella visitors to attend “Poppy’s BMW i Powered Paradise” and “Poppy’s BMW i Recharged Oasis”. This is an event double feature. In conclusion, it has quickly become one of the most popular items on the programme alongside the actual festival.
Source: BMW i, 11.04.2018 Press Release
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