Coachella might be best known for its headlining acts and boho-chic fashion, but for brands, it has quietly become the Super Bowl of marketing — a place where corporate cool is measured by activation square footage, influencer RSVPs, and TikTok virality. With more than 125,000 young consumers descending on the desert each day, it’s no surprise that companies from Coca-Cola to Pinterest are investing in immersive experiences to earn the attention of Gen-Z and Millennial festivalgoers.
While Revolve threw its signature invite-only festival and exclusive gifting suite, and Kourtney Kardashian’s Camp Poosh drew the wellness girlies into the palm-tree-lined oasis, it was Alaska Airlines’ Cloud Social activation that delivered not just an Instagrammable moments, but life-long brand loyalty.
“We wanted people to walk away seeing Alaska not just as an airline, but as a lifestyle brand — one that celebrates culture, self-expression and the joy of discovery,” said Eric Edge, vice president of brand and marketing at Alaska Airlines.
Located right on the Coachella GA grounds, Alaska’s installation felt like stepping into a dreamy airplane cabin meets futuristic lounge. Guests passed through a glowing mirrored tunnel before entering the Cloud Social zone — where premium onboard drinks flowed, custom giveaways surprised Mileage Plan members, and Olympian Jordan Chiles made an appearance to serve up beverages and selfies.
Jordan Chiles at Alaska Airlines activation.
It wasn’t about being the loudest brand on the field. It was about crafting a feeling.
“In a sea of high-energy activations, it was the calm, the comfort, and the personal touches that made people stop, smile and stay a while,” Edge said. “That’s the Alaska difference.”
The airline also leaned into pre-festival buzz with a special giveaway, awarding two lucky winners either VIP or GA Coachella passes along with roundtrip flights on Alaska Airlines. It was a strategic move that not only built excitement ahead of the event but aligned perfectly with the brand’s goal of turning travel into an experience worth celebrating.
Lucky winner!
This approach — authentic, grounded, and emotionally intelligent — set Alaska Airlines apart in a highly competitive space where brands like AMEX, 818 Tequila, and Pandora all clamored for consumer eyeballs.
Even fashion players like LOFT got in on the action, showing up at Camp Poosh and the Ace Hotel with a colorful Summer of LOFT market stand. There, guests customized denim jackets, picked up festival essentials like sunscreen and fans, and previewed styles from the brand’s new Concert Edit collection.
LOFT activation at Camp Poosh.
“We kept hearing ‘Wow, this is LOFT?’ — people were being reintroduced to the brand in an entirely new way,” said Jennifer Girvan, director of PR & influencer partnerships. “Coachella helped us reach a younger audience in her late twenties to mid-thirties.”
While many brands used the weekend to make a splashy appearance, Alaska Airlines took a different approach — leveraging its deep roots in the region to feel less like a guest and more like a local host. The brand owned their California connection. With the most flights in and out of Palm Springs during the festival season and nonstop service from L.A., San Diego, and San Francisco, they didn’t need to insert themselves into the narrative. They were already part of the journey.
The result? A marketing win measured not just in impressions, but in emotions.
“We want festivalgoers to walk away feeling sense of care, curiosity and connection to our brand. For us, success isn’t just about what happens during the festival, but what it inspires long after,” Edge said.
Coachella may be known for its music and fashion, but for brands, it’s become a proving ground for connection. The most impactful activations weren’t just visually stunning — they tapped into culture and the desire to be part of something bigger. In an increasingly saturated landscape, the brands that resonated were the ones that understood the assignment: show up with purpose, and meet people where they are — in the moments that matter.
