Electric Daisy Carnival is an event of epic proportions no matter what scale is used to measure it. Produced by Insomniac Events, EDC has grown to become one of the largest dance music event in North America, drawing over 70,000 revelers to the Los Angeles Memorial Coliseum in 2008 and setting the record for the largest one-day dance music event in US history. In addition to the enormous crowds present in Los Angeles, Insomniac has started taking Electric Daisy Carnival to other cities such as Denver, Colorado and Austin, Texas. Tripleoptic has played an integral role in the marketing of EDC, providing the Insomniac team with a full array of services that facilitate the effective marketing such a large event.

In collaboration with The Firm Graphics, Tripleoptic designed and developed event websites for both the Los Angeles and Denver editions of Electric Daisy Carnival along with related collateral for email and social media campaigns. The websites were crucial in delivering timely and accurate information to the public and facilitating ticket sales, generating over 100,000 unique visitors a month and selling over 20,000 pre-sale tickets to the events. As a testament to Tripleoptic’s SEO practices, two thirds of site traffic came from organic, non-paid search results. On the day of the Los Angeles event, the EDC website had over 30,000 unique visitors – almost one half of the actual festival attendance – who came to the site for important information like scheduling and travel details.

In addition to interactive services, we took on further responsibilities in the areas of communication, public relations and customer care. The tone of all communication related to EDC was developed by Tripleoptic, from physical marketing copy to official press releases, making sure to convey information in a concise manner with an air of playfulness.

We also handled all media relations for Insomniac, making sure that everyone from the LA Times to the staff of dance music publications like XLR8R and URB had full access to the event, as well as the all-important blogs and party photo sites.

Additionally, Tripleoptic was responsible for all customer care inquiries from the public, guaranteeing that anyone who contacted Insomniac received accurate answers to their questions.

Finally, we managed the crisis communication process when unexpected delays at the event entrance affected thousands of festival goers, leading to a tide of negative feedback through both Insomniac Customer Care and the public sphere. Some attendees experienced upwards of a three hour wait to enter the event and the large crowd attempting to get inside created a threat to public safety.

Tripleoptic quickly developed statements that addressed public concerns, outlined future plans to prevent the problem from re-occurring and distributed these messages to the public via the Electric Daisy Carnival website, direct email and social media. The result: An informed public, appreciative of Insomniac’s willingness to take responsibility for the situation and their promise to prevent the situation from repeating in the future. Tripleoptic also worked with Insomniac to engineer plans for the entrances to their future events, then distributing those plans to the public.

After Electric Daisy Carnival, Insomniac implemented the new entrance plans at the 2008 Nocturnal Festival. The details were distributed to the public ahead of the event on marketing materials to re-assure attendees that entry to Nocturnal would be organized and efficient. Using the entrance plans jointly developed by Tripleoptic and Insomniac, the average wait to enter the 30,000+ person event was less than 15 minutes and the public response to the changes was extremely positive.