Munich. 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. BMW’s 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 world’s largest music festivals and provides
an ideal stage for the BMW i brand: “The wealth of ideas the artists
bring and the festival’s 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. We’re 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 BMW’s YouTube
Channel, is set to a Zimmer’s 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.