One in two Gen Z and Millennials aspire to be influencers, and for good reason: brands invest heavily in influencer marketing programs, paying tens of thousands of dollars for sponsored content or hosting invite-only events. But only a small fraction will be able to see their dreams come to fruition, often leaving them on the outside of brand experiences, looking in from the windows of social media.
Surrounding Coachella 2024, 818 Tequila took the influencer treatment to all fans, part of their strategy to open access and co-create experiences with their consumers. The second annual 818 Outpost transformed a pop-up space outside the festival into a full-scale Western town featuring food, drink, and exclusive merchandise from buzzy brands typically reserved for influencers.
With demand surging—1,000 tickets claimed in the first 15 minutes—818 created an unparalleled experience for over 1,500 fans. By crafting an activation that felt aspirational yet accessible, the brand ignited social buzz, drove sales, and cemented its place as Coachella’s must-attend event—without setting foot inside the festival grounds.
818’s goal was simple: when consumers thought of creative festivals outside Coachella, they wanted 818 to be the first thing that came to their minds. This wasn’t all design and social media – it was a multi-channel strategic implementation plan that would span digital, ground, and air.
818 Tequila, founded by Kendall Jenner in 2021, isn’t just about premium tequila – it’s about the community the brand has cultivated. Recognizing Gen Z and Millennials’ growing desire for exclusive brand experiences, 818 made it a priority to bring consumers inside the party rather than leaving them watching from their screens.
Coachella has long been a cultural mainstay, where brand activations can matter as much as the headliners. With influencer-only parties dominating the landscape, 818 set out to redefine the festival experience—creating a space where everyday fans could live out the influencer dream.
In 2023, 818 launched the first-ever "818 Outpost," a gas station takeover that turned heads. For 2024, the brand went even bigger, constructing a full-scale Western town in the desert, fully immersing attendees in a Pioneer-inspired experience. The activation featured a central Saloon—a Western-style bar takeover—a cocktail-serving horse trailer featuring 818’s signature ranch water (a nod to cowboy culture) and its fan-favorite espresso martini, plus exclusive festival merch from 818’s coveted collection. To fuel organic social buzz, the Outpost included multiple Instagrammable moments, from a partner-branded photo booth to a hand-painted mural and stunning signage.
Key to the strategy was maintaining exclusivity while maximizing access. A limited number of free RSVPs fueled demand, welcoming over 1,500 attendees. 818 also brought in brand partners with a similar demographic focus and buzz. The 818 Outpost boasted eight booths that offered complimentary festival essentials and services, recreating gifting opportunities that may be common at influencer events, but are far rarer for consumers. The featured brands included ZICO Coconut Water, GoPuff, Sprinter Vodka Soda, photo app TEZZA, Chamberlain Coffee, Olipop, Anastasia Beverly Hills and dating app Bumble. Consumers were treated to touchups from Anastasia Beverly Hills makeup artists, a custom photo booth build and filter from TEZZA, and customizable cowboy hats from Bumble. 818 also included over ten other brands in its General Store: consumers could grab a bag and select Vacation® sunscreen, SAIE beauty products, LIQUID I.V. electrolytes, Safely cleaning products, and more. The line for the General Store wrapped around the festival, with consumers eagerly awaiting the chance to fill their own 818 tote bag.
The 818 Tequila community proved its loyalty immediately—1,000 RSVPs were claimed in the first 15 minutes, with an additional 1,000 spots gone in minutes. Attendance was high - the 818 Outpost saw over 1,500 IRL attendees, Instagram influencers and 818 superfans alike, walk through its doors.
Despite only popping up for one day across the two weekend festival, the 818 Outpost drove massive results among their target demographic of Gen Z and Millennials. The pop-up generated over 1.3B social impressions and over 110 earned media placements. It also dominated social conversation throughout the festival, driving over 90,000 social mentions (up 15,000 from the 2023 pop-up), and saw a 32% increase in follower growth over the weekend when compared to 2023.
Beyond social buzz, 818 drove real business impact. Local retailers prepped for demand, stocking up on 818 displays across Indio, leading to an 85% YoY increase in April volume sales (Total US Mulo).
And 818’s presence didn’t stop at ground level—branded banners flew overhead, daring festivalgoers to "Meet Me Under the 818 Banner." The viral moment had phones shooting to the sky, fueling organic engagement beyond the Outpost itself.
Even for those following along from home, 818 was unmissable. Thanks to the Outpost, 818 Tequila became the most talked-about tequila on TikTok in 2024, claiming the title of most-viewed tequila among Gen Z adults (21+) and younger Millennials (under 35)—despite the brand not even having an official presence on the app.
