How Sweet It Is has a long history as one of Southern California’s premier dance music events, known around the country for its diverse talent lineups and its fascinating environmental and production design. Produced by Insomniac Events, HSII regularly draws crowds upwards of 8,000 people and has sold out in advance every year since 2006. In collaboration with The Firm Graphics, Tripleoptic created a website for the event and online marketing materials for email and social media campaigns. In addition to interactive media services, Tripleoptic managed other aspects of the event such as copy writing, media relations, customer care, production design, event logistics and more. Due to the sellout crowds, Insomniac has expanded How Sweet It Is into an even larger event with 5 stages, dozens more artists and an attendance capacity exceeding 30,000.