BMW Teams Up with Khalid for Coachella Road Trip Campaign
Road trip campaign features a stop at BMW of Palm Springs, tied to Texas R&B singer/songwriter’s upcoming second album.
Every year at around this time, there’s a two-weekend-long music festival held some two-and-a-half hours from our Los Angeles home in a town called Indio, located in the Coachella Valley. Nowadays, the festival can be counted on for having tons of rich people, plenty of social media influencers, and more than a few tech bros, all gathered to see a few artists they’ve heard on the radio dozens of times, and dozens more they’ve not.
One of those artists they (and you) may know of, El Paso, Texas R&B singer-songwriter Khalid, has teamed up with BMW, one of the many sponsors of Coachella, for a promotional road trip from Palm Springs to Indio.
Under the hashtag #RoadToCoachella and to promote his upcoming sophomore full-length album, Free Spirit, Khalid and BMW will head out to the festival in a fleet of i3 and i8 models, each wrapped in custom art related to the album. The pairing will be accompanied by a select group of VIPs and influencers, who will be tweeting and ‘gramming the journey with the aforementioned hashtag.
The big event (aside from the music festival) is a stop at BMW of Palm Springs April 13 from noon to 5 pm, which includes a meet-and-greet with Khalid, a claw machine with Khalid and BMW bandanas, and food trucks. Meanwhile, iHeart Radio will hold a sweepstakes, where the big winner will receive not only a VIP trip to Coachella, but also use of one of the custom-wrapped i8s.
As for why BMW chose Khalid for this promo, have a look at the video above for his song “Better” from the 2018 EP Suncity, where quite a few E36-era M3s perform stunts around the singer-songwriter. It’s safe to say he’s a fan.