Coachella 2017: BMW i debuts as an exclusive partner of the acclaimed music festival

Coachella 2017: BMW i debuts as an exclusive partner of the acclaimed music festival

By Scott Green

April 11, 2017

BMW i3 and i8 provide emission-free transportation. Renowned composer Hans Zimmer contributes the soundtrack for the BMW Road to Coachella Social Media Campaign.

 
 

BMW i will debut as the exclusive transportation partner at the Coachella Valley Music & Art Festival in 2017, providing VIP shuttle service and hospitality during the weekends of April 14-16 and 21-23. BMWs sustainable, future-oriented brand will provide BMW i3 electric vehicles and BMW X5 40e iPerformance plug-in hybrid electric vehicles for transportation on and around the festival site.

 

A stand-out feature of the BMW i3 fleet at Coachella is a unique wrap that was created especially for the occasion, its design reflecting the creative and unconventional character of the event. BMW i8 plug-in hybrid electric sports cars with Coachella design will also take to the roads between Los Angeles and Palm Springs with a selected group of festival-bound celebrities and influencers on board.

Coachella is one of the worlds largest music festivals and provides an ideal stage for the BMW i brand: The wealth of ideas the artists bring and the festivals focus on sustainability create a unique atmosphere; Coachella is the birthplace for many trends, ideas and movements, says Hildegard Wortmann, Senior Vice President Brand BMW. BMW i is likewise a driver of pioneering innovations and the joy of sustainable mobility. We are positioning the sub-brand as open-minded, creative and inspiring and Coachella provides an exceptional platform for this purpose, uniting creativity, passion and connectedness. Were looking forward to an inspirational partnership.

 

“Road to Coachella”.

A social media campaign entitled Road to Coachella kicked-off the partnership on March 14. The campaign offers festival goers the chance to be entered into a drawing to win a festival pass by documenting their preparation for the festival and their own journey to Coachella Valley via social media using the hashtag #RoadToCoachella

Renowned composer and music producer Hans Zimmer (Inception, Pearl Harbor, The Dark Knight and The Lion King) has provided the soundtrack for a video promoting Road to Coachella.

The three-minute piece, which debuted on April 9 on BMWs YouTube Channel, is set to a Zimmers music and features the BMW i8 hybrid electric sports car, while providing a look at his preparations as he and his orchestra ready for their first-ever Coachella performance. Also featured in the video are fellow Coachella performers including Marshmello, Galantis, Ryan Rabin of Grouplove, Warpaint and Broods.

Furthermore, BMW i will invite visitors during the festival to visit the innovative BMW i Brand Lounge in the VIP Area, where they can experience up close the allure of BMW i and the unique Coachella design, co-developed with Garage Italia Customs.

 

About BMW i

BMW i is based around a wide-reaching concept designed to bring about sustainable and future-focused mobility. It is fuelled by visionary electric vehicles and mobility services, inspirational design and a new understanding of premium that is defined squarely in terms of sustainability and delights with innovative new vehicles. The design of the all-electric BMW i3 emission-free model for urban use is centred around sustainability, while the BMW i8 introduces us to the sports car of the future.

Source: BMW Group

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