​​

In a marketing effort, Coachella took to Snapchat, the millennial platform of choice, to showcase their event to millions of targeted, future festival goers worldwide. With Coachella, Snapchat demonstrated its intense appeal to Millennials and flexed its social media marketing muscle in one of the largest user-generated live broadcasting displays.

 

According to Snapchat executive Ben Schwerin, Stories draw average audiences of 20 million during their 24-hour lifespan—that’s more than most network television shows. 

To encourage Coachella Snapchatters to document their experience (and thus provide Snapchat with the user-generated content needed to stitch together the Coachella Story), the app created special Coachella filters that could only be used by those attending the festival. Not only did these unique overlays help communicate where each user was or what band they were watching, the filters also created a sense of exclusivity that fueled engagement and helped Snapchat’s Coachella Story become one of the most exciting social events of the year (TechCrunch). Snapchat’s ability to showcase a genuine, user-generated experience is one of the reasons why the app has exploded in popularity, especially with younger users who now distrust traditional advertising and take their social cues from today’s most popular (and seemingly authentic) social media personalities.

Story or collaborating with Snapchatters and other social media influencers to create engaging content, is crucial for reaching and developing a report with millennial and post-millennial consumer. So the Kylie Jenner's story in 2016, wearing orange hair, perfectly matching with the festival colors, was just the perfect partnership to be influent on snapchat.