BMW: Road to Coachella

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Campaign Summary

With the Road to Coachella campaign, BMW i looked to seamlessly blend music, inspired design, technology, sustainable mobility, and the journey that fans and artists take on their own road to Coachella.

Marketing Context

For the third iteration of this campaign, Mirrored Media and BMW needed to remain sensitive to the culture of BMW and the surrounding culture of Coachella. We had to carefully craft a storyline that weaved Coachella culture and BMW i together in an a