For the third year in a row, BMW will be the official partner of the Coachella Valley Music & Art Festival in 2019 — the free-spirited, outdoor affair celebrating arts and music each year at the Empire Polo Club in Indio, California.
The idea of an up-and-comer American pop-star teaming up with a luxury German brand may seem odd, but hey, anything goes at Coachella. And in an effort to stay hip and relevant and promote their i Series line of electric cars, BMW will tag along with whoever’s popular at the moment, as most big brands with deep corporate dollars often do.
Road to Coachella with Influencers & Electric Cars
The Khalid x BMW i project features a road trip, custom vehicle art, and a pit stop party in Palm Springs, where fans can meet the superstar performer who’s releasing his sophomore full-length album, Free Spirit, on April 5.
Expect a “group of hand-selected influencers and VIPs” to enjoy and document their Road to Coachella experience in a fleet of custom art-wrapped BMW i8 and BMW i3 models influenced by Khalid’s new album. The automaker plans to show a corporate-branded video, featuring the global superstar.
The entire project wraps up with food trucks and the Free Spirit Shop from April 11 to 14 in Palm Springs, featuring a Khalid meet-and-greet where fans not only meet the star but also have access to a swanky claw machine, where everybody wins a BMW bandana. Why? Because the youngsters love claw machines and branded bandanas, right?
One lucky winner of the iHeart Radio sweepstakes will also receive a full-expense-paid Coachella weekend experience, including airfare, hotel, VIP passes, and, of course, use of a custom-wrapped i8.
The BMW Influencer Road Trip kicks off on April 11 in Palm Springs and ends in Indio, California, on April 13, where the Pit Stop Party Meet & Greet takes place.
