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COACHELLA PLAYBOOK


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COACHELLA PLAYBOOK


 

PARTNER GUIDELINES

COACHELLA 2018

 
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ON-SITE ACTIVATION ELEMENTS


ON-SITE ACTIVATION ELEMENTS


  • Partner activations to be housed in closed white tents. All activation activities and designs must be pre-approved by Goldenvoice.

  • Promoter will provide uniform exterior signage for each partner activation space. Signs will be no smaller than 3’x3’.

  • Partner may not use a step and repeat.

  • Partner may not activate with airbrush  tattoos, flash tattoos, or any other form of body art.

  • Partner may not distribute promotional handouts or premiums (stickers, flyers, bandanas, etc.).

  • Partner may choose to distribute Coachella food & beverage vouchers, drink tickets, merchandise vouchers, or Ferris Wheel tickets if pre-purchased from the festival.

  • Excluding food & beverage partners, partner may sample 100 or fewer of their own product per day inside their activation space with approval from the festival.

  • All branded items for use on-site at beverage points of sales must be sent to Goldenvoice for approval prior to being submitted to concessionaire.

  • Partner may conduct research at the event from inside their activation space only.

  • Sponsor may not hire roaming brand ambassadors.

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TRADITIONAL MARKETING


TRADITIONAL MARKETING


  • Partner may use the Coachella logo for in-store promotions, online promotions, email newsletters, and dedicated mailers with festival approval according to Coachella Brand Guidelines.

    • Specific usage, including mock ups, must be submitted along with creative for approval.

  • Partner cannot promote ticket giveaways to the 2019 event prior to the end of the current festival unless they are a confirmed partner of the 2019 event.

  • Partner cannot use Coachella logo while promoting a partner product sale or discount.

  • Partner cannot use the Coachella logo in conjunction with other event logos.

  • Partner cannot begin any marketing program until after the January talent announcement.

  • Partner cannot fly advertisements over the festival grounds.

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SOCIAL MEDIA


SOCIAL MEDIA


APPROVAL PROCESS: Partner must submit social media assets two weeks prior to their scheduled post date

 

COACHELLA FESTIVAL SOCIAL MEDIA PLATFORMS:

Partner CAN:

  • Use brand specific campaign hashtags.

  • Create Coachella blended hashtags as long as the full Coachella name is used.

  • Highlight branded product if more than one option is submitted.

  • Boost their own branded Facebook and Twitter posts per Facebook/Twitter branded content guidelines.

 

Partner CANNOT:

  • Co-brand Snapchat filters.

  • Include any discernible faces (with the exception of our licensing partners).

  • Request social media posts via the Coachella channels on show days.

  • Submit celebrity paparazzi type photos.

  • Include negative remarks about any festival brands or partners.

  • Use images or language promoting drug use.

  • Use profanity.

  • Use photos of Native American headdresses, bindis, tribal wear, or any appropriation of religious or ethnic wear.

  • Showcase photos of any parking decals or wristbands.

 

On-Site Festival Day Social Posts - Partner Channels:

  • Partners may post to their own social media channels without festival approval on show days if the Coachella logo is not used.

  • Partner may use the Coachella logo in show day social media posts only with festival approval.

  • To ensure efficient approval for posts using the Coachella logo, partner must give advanced notice of promotional plan and expected approval timeline.

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PR


PR


  • Partner has the right to include “Official Partner of Coachella…” in their press releases.

  • Partner should avoid overuse of the festival name in a press release.

  • Full press release must be approved by the festival before distribution.

  • Partner press releases should not include any quotes from festival representatives.

  • Partner press releases must focus exclusively on the Coachella festival partnership.

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ONSITE VIDEO / CONTENT CAPTURE


ONSITE VIDEO / CONTENT CAPTURE


GENERAL RULES FOR CONTENT CAPTURE

The below guidelines include content captured by the partner, invited social influencers, or any third party media:

 

  • All partner content must be created and distributed by the partner itself. Partners cannot hire third party media outlets to capture and distribute content on their behalf.

  • Partners have the opportunity to invite third party media outlets into their activation space as part of the outlets’ general festival coverage. Media outlets must be pre-approved by the festival.

  • If partner wishes to capture photo and/or video outside of the activation space using professional equipment, they must hire Coach Media to shoot the content-- Standard half day and full day rates will apply for escort, camera operator, field producer, and editor where applicable.

  • All clearances are responsibility of partner.

  • Any talent or celebrity capture must be under the explicit permission of the talent.

 

Partner CAN:

  • Use professional grade equipment inside the partner activation area.

  • Capture content outside of the activation and in all general admission areas using smartphones or point and shoot cameras.

  • Use content captured inside the partner activation without approval unless it explicitly uses the Coachella name/logo.

 

Partner CANNOT:

  • Use detachable lenses, go-pros, tripods, big zooms, or commercial use rigs outside of the activation area.

  • Capture performance footage.

  • Capture photo or video backstage or any back of house location including the artist compound, on golf carts, or in artist trailers.

  • Capture photo or video in VIP areas.

  • Go into photo pits.

  • Use drones.

  • Showcase photos of any parking decals or wristbands.

  • Promote drug use.

  • Show shots of Native headdresses or any other cultural or ceremonial attire.

  • Capture footage of hazardous or dangerous actions (i.e - climbing on festival equipment).

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PARTNER MESSAGING / COACHELLA MOBILE APP


PARTNER MESSAGING / COACHELLA MOBILE APP


  • Partners have the opportunity to send a mutually agreed upon number of proximity based mobile messaging to festival goers that have downloaded the Coachella app.

  • All mobile messaging must relate to the partner's onsite activation space or specific festival program.

  • All partner messages will be deployed inside mutually agreed upon geo-fenced areas relevant to the partner activation area.

  • Partners may not send festival wide messages to all app users at once.