Why H20+ Beauty and Disney Music Group Are Partnering Up for an Activation at Stagecoach

The brands hope to stand out at the country music festival

The activation will take place over two days. Zenyara
Headshot of Ann-Marie Alcántara

Country music fans are starting to hit a higher note with brands, as the genre grows in popularity among adults.

One place where brands are starting to build out a space for themselves is Stagecoach, an 11-year-old country music festival that is taking place this year from April 27 to 29 in Indio, Calif. The annual festival takes place after Coachella, the mega-festival where brands build yurts or take over gondolas in Ferris wheels for their activations. This year, H20+ Beauty and Disney Music Group are going after Stagecoach instead of Coachella, in a move they think will pay off for years to come.

“I think Stagecoach is an opportunity to get into an event that’s very up-and-coming versus [one] that’s established,” said Ally Ng, director of integrated marketing at H2O+. “We’re excited to bring this really custom unique experience to a venue that hasn’t really done it before.”

H20+ Beauty and Disney Must Group have teamed up to host the “H20+ Beauty Oasis” activation on April 27 and 28. The event will take place at the Zenyara property, grounds across Stagecoach that includes a man-made beach. During the day, about 600 expected VIP attendees such as fashion and beauty influencers will get spa treatments to relax and “moisturize” in the desert, as well as see singer-songwriter sessions. At night, about 2,000 guests will be treated to bigger performances from artists like Kelsea Ballerini.

“The country music genre has just continued to gain steam and get bigger and push into the mainstream music space,” said Rob Souriall, vp of global marketing at Disney Music Group. “Because its gotten bigger, we’re now stepping back into it.”

The collaboration between the two brands didn’t come out of nowhere; H20+ Beauty is an official corporate amenities partner with Walt Disney, with products from the brand being available in Disney hotels, resorts and cruises. However, the partnership syncs up with both of the companies’ end goal of standing out, making a splash at Stagecoach and bringing about brand awareness.

“After doing some thinking and aligning with our brand history and what we’re all about, we really felt like doing something different and felt like doing an activation at Stagecoach was an opportunity to stand out,” Ng said. “We just really saw this as a cool opportunity to push the envelope and do something that other brands haven’t done before.”

Since H20+ doesn’t have it’s own stand-alone space, activating this way lets consumers know about it a bit more and what it can provide for consumers.

“We’re creating this really unique customer experience that’s really going to be truly 360 in terms of digital reach, being able to create a unique branded environment,” Ng said. “Being able to reach customers on that level is something that I think is extremely valuable to us from both an awareness and a conversion standpoint.”

The two brands worked with Contemporary Productions for about four months to bring the activation to Stagecoach.

“This is probably the biggest consumer activation off festival grounds that there’s ever been for Stagecoach,” said Mike Campbell, CMO of Contemporary Productions. “In discovering this property, we will deliver that brand experience—that skin care experience that the brand wants in a really unique setting that is truly a relaxing spa-like environment.”

All of the companies involved hope to bring the activation back in the years to come.

“Its going to be the hottest party in the desert,” Ng said.

@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.