For the last couple of years, BMW has been teaming up with the guys behind the Coachella music festival to create outstanding marketing campaigns. This year won’t be any different and the Germans just announced that Khalid will be joining them on the road to Coachella. Previous years had BMW i team up with Hans Zimmer and the lead singer of Portugal. The Man, John Gourley.
The #roadtoCoachella hashtag will be used across all social media platforms to signal a project done in collaboration between BMW i and Khalid. The singer is about to launch his sophomore full length album on April 5, Free Spirit, and BMW will be trying to bring the album to life with its campaign. In order to do so a fleet of custom art wrapped BMW i8 and BMW i3 models inspired by the album will be unveiled in a BMW brand video featuring the man himself.
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. There will be a pit-stop in Palm Springs between April 11 and April 14 where fans will get a chance to connect with Khalid thanks to meet and greets. The location will also have food trucks available as well as a shop where you can buy Free Spirit merchandise.
The location where you can get to meet Khalid is BMW of Palm Springs (3737 E Palm Canyon Dr). iHeart Radio sweepstakes will select one lucky fan will win a Coachella weekend including: use of a custom wrapped i8, round-trip airfare, hotel accommodations, festival VIP tickets and parking pass. Follow iHeart Radio for more info and don’t forget to use the #roadtoCoachella hashtag.