Every year, music festival season provides endless opportunities for brands to connect with celebrities. During the first weekend of Coachella 2017, there were many red carpet soirees and day pool parties for lifestyle companies to sponsor, but one event stood out as the true celebrity marketing powerhouse: the 2017 Neon Carnival with Tequila Don Julio, presented by Levi’s brand. Held at Landmark Aviation at Desert Resorts Airport, this invite-only soiree connected brands with A-listers like Leonardo DiCaprio, Drake, and Rihanna.
Widely recognized as one of the most coveted afterparties of the year, Neon Carnival is the brainchild of famed LA nightlife maven Brent Bolthouse. At the highly exclusive party, Tequila Don Julio had many opportunities to connect with the music industry’s biggest stars. The company poured specialty cocktails from an Airstream Speakeasy and provided Don Julio 1942 bottle service for the celebrities at the VIP tables, including a special debut of their new Magnum Don Julio 1942 bottle.
Other lifestyle brands also had a major presence at Neon Carnival. Lokai provided one-of-a-kind bracelets that granted the guests entry into the party (in lieu of wristbands) and Batiste Dry Shampoo also hosted on-site hair styling salons. In addition to Tequila Don Julio, Bud Light provided tasty beer for the party attendees who needed to cool off before dancing to the tunes of Kayper, DJ Politik, Jesse Marco and DJ Ruckus. Tinder also paired festivalgoers with new matches on their bumper car ride.
Everyone also loved checking out Las Vegas nightlife leader Wynn Nightlife‘s branded VIP area, which featured a giant custom art mural for social media.
The celebrity spottings were endless throughout the night. Drake noticed French Montana across the dance floor and joined him at this VIP table, where the two enjoyed Tequila Don Julio. Selena Gomez also arrived to the party late and caught up with friends including Diddy, Cassie, Belly and Nicole Sherzinger. Zedd and his friends also arrived early to be first on the Lokai Ferris Wheel and then headed straight for the Tinder bumper cars before finally hitting the dance floor.
In all, the annual Neon Carnival stood out as the ultimate celebrity marketing opportunity for brands during the high profile Coachella music festival. All of the attending sponsors were able to connect with countless celebrities and tie their brands to the Coachella buzz. To also link your brand to the prestige of music festival season, definitely consider sponsoring next year’s Neon Carnival. You just may see your brand in the hands of top stars like Leonardo, Diddy, and Rihanna!
