Aperol heads to Coachella with digital-driven gathering hub

Dive Brief:

Aperol, an Italian aperitif known for its bright orange hue, announced it will debut at Coachella this year with an on-site gathering place called the Aperol Spritz Piazza, according to a press release.
Through the experience, festival goers over the age of 21 can engage in a variety of digitally driven activities that include a kiosk to play trivia or create a custom augmented reality (AR) experience, a designated photo area and live social engagement opportunities powered by hashtags and QR codes.
Additional elements include the Aperol Tram, meant to mimic an Italian streetcar, billboards placed around the festival’s vicinity and digital and social media campaigns that will run both locally and nationally. The brand will also be present at other major music festivals through the remainder of the year.

Dive Insight:

Campari Group’s Aperol is looking to further associate itself with music culture by setting up a pop-up at the famous Coachella Valley Music and Arts Festival, slated for April 14-16 and April 21-23. A pop-up piazza could help tout the brand’s Italian roots in an interactive way while forming a stronger connection to millennial and Gen Z festival attendees.

The Aperol Spritz Piazza is meant to be a hub for attendees to connect with one another while immersing themselves in the brand. Through the experience, guests can engage in AR activities, scan QR codes, visit the Orange Photo Dome, which features a slow-motion camera content capture, or take photos under the Sunbeam Installation, which touts a glowing orange mirror and neon LED lighting. Live social engagement could help bolster popularity, inviting guests to use the hashtag #jointhejoy on social media.

The spritz brand claims to have long-lasting ties to music, per release details, dating back to its inception in 1919 when the Barbieri brothers, who founded the company, released a vinyl record in the company’s earliest days. Aperol has also supported various other festivals across the globe as both a key guest and partner.

Of music festivals to be at, Coachella has often been a tempting opportunity for brands looking to build immersive experiences. For example, Absolut Vodka undertook a similar initiative last year with a Coachella popup featuring an interactive AR element. During the festival, those at the event and those at home were able to interact in a metaverse house.