Case Study Spotlight: Mountain Dew’s Label Motel

We produced an exclusive party during Coachella Festival for Mountain Dew’s new product line, the Label Series.

  • Took over an existing motel, Musicland Hotel, in Palm Springs, dubbing it The Label Motel for the weekend
  • Renovated 3 rooms, creating unique engagements in each: one focusing on live art with famous street-artist Bradley Theodore, one featuring a virtual reality skydiving experience, and one consumer lounge area highlighting art by the Dew Skate Team and “can” installations
  • Showcased live musical performances by well known rapper G-Eazy, DJ Virgil Abloh, DJ Amen, DJ Osh Kosh, DJ Siobhan, & our house DJ, Tom Macari
  • Hosted media & influencers onsite and provided them with upgraded rooms
  • Offered custom menu options with craft cocktails & snacks featuring the Label Series product
  • Managed all logistics as they relate to venue, production, design, décor, run of show, and staffing
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.
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