MARKETING & BRAND LAUNCH PLAN
The Project
The Branded Shows team at Insomniac events curated a lineup of melodic techno and progressive house artists with the goal of launching a new festival experience and standalone brand. However, the event had no name, no brand identity, and no go-to-market plan.
Our team established the brand vision, the name, and the marketing strategy for the new event – and thus, Interstellar Experience was born.
Since the event had never happened before, we focused the campaign on creatively developing the esoteric, expansive ‘world’ of the festival, and marketing the artists on the lineup.
Interstellar Experience was to feature:
A stunning new venue at the LA Waterfront at Berth 46 (a peninsula just 30 minutes south of LA Proper)
The most Live acts on any Insomniac festival in more than a last decade
A one-of-a-kind lineup of melodic dance music, positioned as a partnership between Dreamstate and Factory 93 (2 of Insomniac’s brands with substantial followings).
The Role: Marketing Director & Brand Director
Led the creation of the brand strategy and brand vision. Acted as creative director across design and video production teams. Acted as brand director across all creative and marketing channels. 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 drive ticket sales.
The Results
Although Interstellar Experience was ironically cancelled due to the August 18-20 hurricane that made landfall in Southern California, the marketing and branding plans yielded strong successes.
Successfully launched a new Instagram account, garnering 10K followers in just over 3 months.
Sold 8,000 Tickets per day to the festival.
Generated spirited conversation across the Factory 93 & Dreamstate audiences in anticipation for the event announcement.
LIVE PERFORMANCE TRAILER
Trailer asset focused entirely on communicating the unique musical proposition for Interstellar Experience. Ran in ads across Tiktok, YouTube, and Meta, as well as organic social.
THE ASSETS
ASCENSION STAGE RENDERING
A dynamic VFX rendering of the Ascension stage, to make the on-site experience tangible to our audience, and color-in the value included within the cost of a ticket.
HORIZON STAGE RENDERING
A dynamic VFX rendering of the Horizon stage, to make the on-site experience tangible to our audience, and color-in the value included within the cost of a ticket.
