Coachella 2015 Recap: The Brands

Tamara Deike is a Global Brand Development Director at PlayNetwork. She consults with PlayNetwork clients, inspiring innovative and engaging campaigns to help shape their customer experiences. With a background as a DJ, 12 years working in dance music across record labels, tech startups and artist management, as well as a Brand Development Director, Tamara has a unique perspective on both the music and artistry of the event, as well as the brands with pop-up experiences.



To be a brand on site at Coachella is a thing of many wonders. This is one of the most highly-curated, productionally-perfected (the app, digitized wristband activation, etc.) festivals, period. So when it comes to hand-selecting which brands are befitting partners, Goldenvoice has pretty much nailed it. Only a few brands rose to the top of my short-list (only 6 official brand sponsors this year):

Sephora: Best on-site activation at Coachella, hands-down. This gorgeous tent featured AC, various makeup ‘try/touch-up’ stations, a socially connected selfie-screen, Sephora giveaways, a […]

Brands Who Bumbershoot

PlayNetwork’s Marketing Coordinator Christy A. is a massive music fan and has attended every Bumbershoot since she moved to Seattle. She shares her brand + band highlights from this year’s festival experience.

Summer’s final beacon here in Seattle is the Bumbershoot festival, held every Labor Day weekend at Seattle Center. Bands large and small take over for three days of music discovery, comedy, and art. What caught my eye were brands large and small weaving their way into the festival experience, with plenty of opportunities for comfort, fun, and special perks as the weekend wore on.

PlayStation’s Road to Greatness touring truck greeted us at the main entrance, giving players the chance to test their skills at new and unreleased games, compete in live tournaments, and win prizes. Coca-Cola’s Share A Coke tour came to life with a custom kiosk, where we could personalize our own Coke mini cans with our first names. I’m not one for sipping soda all too often, but I had to […]

Retail’s Evolution, One Movement at a Time

Today, consumers’ desires are channel agnostic and developed from the knowledge and information that’s available across channels, a result of the omni-channel movement.  How do retail brands maintain channels that can keep up with customer expectations and anticipate them going forward?

In a recent PwC study, the solution is found in a new business model which they call Total Retail.  The building blocks for Total Retail call for less focus on channels and more focus on customers.   It includes a “Chief Customer Officer,” a leader who owns the customer experience, regardless of channel, and focuses on developing a brand experience to meet these 8 customer expectations:

The desire to discover a compelling brand story that promises a distinct experience.  This is the #1 factor consumers give for shopping at their favorite retailers.  They hear a voice bigger than the shopping experience. Personalization, which is defined as customized offers based on protected personal preferences and information.  Retailers can craft and deliver the right offers at the right time based on past purchases or predictive analytics. Access to enhanced and consistent experience across […]

DSE 2014 | Beyond the “Sign”

This year the Digital Signage Expo hosted over 4,000 attendees in Las Vegas over three days. PlayNetwork had the privilege to present at the seminar, Beyond the “Sign”: Creating Experience and Enhancing Brands with Digital Media.  During the seminar, the panel discussed how digital signage can deliver an emotional experience that enhances a brand, captures a customer’s attention, while delivering a return on investment in media technology.  Examples highlighting the best ways to use content to achieve business goals, optimize promotions, support customer education and improve selling effectiveness internally.

Visit our DSE site  to download the full presentation, view the Instagram feed and access our resource center.

The Changing Face of Retail – Five Ways Brands Can Keep Up

For retailers, integrating the latest technology is not a choice, it is a necessity. While technology has presented many challenges for brands, it has also created many opportunities.  From the guardian, here are five ways brands can keep up:

Channel Consistency – A brand’s message can get lost by consumers as they move across touch points; walking into the store, using their smart phone on the bus and then using their PC or tablet at home.  Brands must be structured to ensure consistent delivery.  This requires that brands not only know what their values are, but they also filter them across the organization, so the brand message can be expressed confidently across consumer platforms.

Offer Best-In-Class – With access to so many brands, across so many channels, consumers will quickly disregard anything that doesn’t live up to their expectations.  Brands must create a friction free world for consumer, while adapting internal technologies that will keep up.

Decentralize – Retailers must make consumer’s experience across channels easy and enjoyable, this might require small […]