MARKETING PLAN
The Project
III Points is a 2 day, multi-genre festival in Miami, for which 2023 was a landmark year: it’s 10 Year anniversary.
The festival is run in partnership between Insomniac events (my employer) and Club Space – the legendary Miami nightlife promoters who founded the festival in 2013.
III Points boasts a unique and robust lineup of over 100 artists, traversing dozens of genres from leftfield electronic, to baile funk, to shoegaze, and beyond. This diverse selection of artists is meticulously curated across a whopping 10 stages, which are scattered throughout Mana Wynwood: a multi-block warehouse lot in the heart of Miami.
It’s the greatest boutique festival in the United States.
The Role: Marketing Director
Established the marketing strategy and led a cross-functional team across digital advertising, social media, OOH, third party endemic channels, and artist platforms to build brand equity and achieve a sellout.
Act as the liaison and designated point-person to facilitate the marketing rollout between Insomniac’s LA based team and Club Space’s Miami-based team.
The Results
Sold Out III Points 2023 (25,000 tickets on Day 1, 27,000 tickets on Day 2). This was the first sellout in the festival’s 10 Year history.
THE ASSETS
The “Music Map” demystifies the robust and often obscure lineup (over 100 artists!) to help fans discover new music through genre-based clues. This shows off the versatility and curation of the III Points lineup and helps build brand equity among an audience of underground music fans, who actively seek exposure to new music through live event formats. Posted to Instagram in a two-panel swipe, this was the most-engaged with asset in the 2023 campaign (other than the lineup announcement asset), amassing nearly 8,000 engagements likes and comments without any advertising spend.
STAGE TRAILERS
Simple, concise breakdowns of each stage’s curation – highlighting artists that our audience already knows and loves, and hopefully turning them on to similar, cool local acts, too. We made 1 of these videos for each of our 10 stages.
DESPACIO TRAILER
4AM TRAILER
III Points 2022 recap was shared several days before the full lineup for III Points 2023 was dropped in order to build hype and anticipation for the 2023 event. Since the recap trailer is long and cinematic, it was cut down into 2-3 shorter sections of 15-25 seconds and plugged into ads.
STREET INTERVIEWS
