Coachella music festival's BearTraxx project is the newest part of its ongoing sustainability initiative. The iconic music festival is best known for its celebrity attendees, festival fashion and all-star music lineup but is also taking an environmental stand through its partnership with Global Inheritance -- an organization "developing environmental and educational programs that empower festival attendees and bring attention to global issues."
Some of the music event's sustainability initiatives include a camping donation center, reusable bottles that are given to attendees, the festival's Carpoolchella program that encourages carpooling to the event, a recycling store and more.
Joining its polar bear mascots, BearTraxx is a new immersive DJ set that premiered alongside a surprise electronic music act earlier this year. The surprise guest was Dutch DJ and producer Sam Feldt who entertained audiences while bringing attention to global and environmental issues. BearTraxx was not only a Millennial and Gen-Z-friendly marketing move by Coachella but also encouraged social media shares and engagement through a dedicated BearTraxx Instagram account.
Environmental Music Festival Initiatives
Coachella's BearTraxx Project Raises Eco Awareness
Trend Themes
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Industry Implications
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3. Digital Marketing - Disruptive innovation opportunity for digital marketers to develop and implement social media-driven campaigns that leverage user-generated content and audience participation.