818 outpost

OVERVIEW

818 Tequila and Fat Tuesday hit the desert for Coachella, turning The Outpost into the ultimate festival oasis. I spearheaded the Fat Tuesday production and influencer teams to introduce our new 818 frozen cocktails at the exact moment festival-goers were craving a premium, high-energy cooldown under the desert sun. 

STRATEGY

Coachella weekend provided the perfect stage: a concentrated hub of tastemakers and massive cultural buzz. We aimed to make our activation an Outpost highlight by showcasing our frozen drinks in full display, blending the Fat Tesday and 818 brands, selecting influencer pairings to drive strong organic social reach and creating content during the event.

EXECUTION

Management of the activation encompassed the full lifecycle of the project, from technical site planning to creative influencer direction. Success was driven by a comprehensive oversight of both logistics and brand storytelling: Project Management & Site Planning, Logistics & Procurement, Cross-Functional Coordination, Production & Influencer Management.

IMPACT & RESULTS 

The integration of rigorous event planning and a targeted content strategy resulted in massive digital visibility and high-value brand exposure. By securing over 30 UGC features from key creators and festival attendees, the activation generated more than 1.6 million organic impressions across social platforms. This strategic approach to organic storytelling and event execution delivered a total EMV of ~$30,000, establishing a successful blueprint for future brand partnerships.