In the weeks leading up to the weekend one of the 2019 Coachella Music Festival, companies in the apparel, fashion, and beauty industries were hard at work creating activation events for new consumer products that were highlighted during the biggest music festival of the year.
Peer-to-Peer car rental group Vinty provided classic cars for three separate events on the weekend prior to the opening weekend of Coachella. The events were produced by UGG, Neutrogena, and YSL Beauté with each event design unique in its own way.
UGG: Global Influencer Transport
The biggest event of the weekend, the UGG Influencer activation event was a large scale production that utilized over 20 classic cars all with professional drivers. The Vinty Team accompanied 60 influencers and journalists from the U.K., France, Japan, China, and the U.S. The trip started in Los Angeles and made its way to the UGG Palm Springs event, while making various stops along the way for photos at famous roadside attractions like the dinosaurs in Cabazon and art installations in the Coachella Desert.
Vinty was tasked with sourcing enough classic cars to transport 60 total guests. At three guests per car on average, Vinty utilized over 20 cars to accomplish this. Vinty staff was on-hand to coordinate the fleet, which was required to take slightly different routes and transfers depending on the groups (China, Japan, U.S, etc.) which had slightly different itineraries.
The Vinty Team was able to provide unique vehicles that were especially foreign to the international visitors who may not have ever ridden in a classic American car prior to the event.
Yves Saint Laurent: YSL Beauty Station
YSL Beauté created the “YSL Beauty Station,” a full-size pop-up gas station complete with classic convertibles and custom vintage YSL Fuel Pumps. The station was designed for travelers heading for Coachella to stop by and “fill up” on the latest products by the designer beauty brand.
Vinty was tasked with providing a one-of-a-kind classic convertible that could be staged in various locations for a photo-op session throughout the day and later used in a short film that would be used as a commercial to promote their new product line. The team used a 1970 Cadillac Deville to accomplish this. The Deville’s gold exterior was a great compliment to the gold body of the lipstick container that is being promoted.
The 1970 Cadillac Deville shines as the co-star in not only the advert created by YSL Beauty, but in the many selfies and portraits taken by attendees who posted to Instagram.
Neutrogena: 'Hydroboost Haus' Activation
To promote their popular skincare line, Neutrogena created the “Hydroboost Haus” (named after its Hydroboost Line). The Haus was a private residence in Palm Springs that played host to various promoters and social media influencers.
Vinty was tasked with providing three classic convertibles with professional drivers to transport 12 guests from a nearby location to the Hydroboost Haus in Palm Springs. After the transport, the cars were kept on-site for various photo and video shoots.
To accommodate this, Vinty staff sourced the three convertibles from local car providers in Palm Springs and were on-site on the day of the event to coordinate the logistics for the influencer transport as well as the video shoot.
Vinty provided a service for Neutrogena that was beneficial in several ways:
- Simplicity — Vinty took a directive from the event coordination team and was able to deliver the event with minimal effort from the client’s end. All logistics including the driver coordination, delivery to the event, and car sourcing was handled by the Vinty Team.
- Uniqueness — Classic cars promote a unique sense of style among other forms of transportation. They were designed to be unique in both their physical appearance and the way it feels to drive them; this is immediately noticeable when seen in print and video.
- Cost Efficiency — Neutrogena was able to accomplish two major tasks with Vinty — transporting the influencers and using the classic cars for event props. The client was able to accomplish both efforts with a single vendor. This means less cost, simpler arrangements, and faster coordination time.
Vinty is becoming a one-stop-shop for classic car rentals, as flexibility and high touch coordination creates successful classic car events, whether it’s over 20 cars for influencer transport from multiple locations, family member’s wedding ceremony, or the 2019 Superbowl Halftime Show.
After three years of growth, Vinty is accepting investments through SeedInvest for the first time.