How do you make an exclusive brand a bit more accessible without damaging your mystique? Luxury brands such as Louis Vuitton wrestle with this issue all the time especially as they court younger audiences who are on the cusp of being affluent. The Coachella Valley Music and Arts Festival offers an approach by using digital to open up an elite experience to a broader audience. This presentation -- which contains detailed speaker notes -- discusses how Coachella creates a digital community (especially via a YouTube livestream) without compromising the appeal in-person event. As it turns out, digital creates a powerful network of brand ambassadors for Coachella.

1. How Coachella Makes
An Exclusive Brand
More Accessible
David J. Deal
Instagram/davidjdeal

2. How do you make an exclusive brand more
accessible without hurting your mystique?

3. Coachella extends its own elite brand
with digital

4. Coachella is an exclusionary event for
the affluent

5. But you can experience Coachella
without being there

6. The Coachella livestream spreads the
brand everywhere

7. And takes you up close and personal

8. There’s an app for that in Coachella

9. The livestream helps you create your
own visual stories

10. Coachella creates social TV

11. Everybody wins

12. Other events take you backstage
with digital

13. What’s next: monetizing the
digital experience

14. Thank you David Deal
davidjdeal@gmail.com