CASE STUDY

Wonderfront Music Festival was launched in 2019 in an effort to put a music festival in downtown San Diego, along the harbor front. In the months leading up to the event, they needed social media content to drive interested in the event to sell tickets.

THE CHALLENGE

Wonderfront Music Festival was launched in 2019 in an effort to put a music festival in downtown San Diego, along the harbor front. In the months leading up to the event, they needed social media content to drive interested in the event and sell tickets.

THE PROCESS

Our initial designs reflected the simplicity of the Wonderfront Festival’s website content. Simple bold colors combined with elements of San Diego. As the internal designs changed to incorporate more complex patterns and colors, we focused on ways to turn every element into a template that we could reuse. Many posts were needed to be published in the span of a few hours as new headliners would sign onto the event. By keeping the Wonderfront designs simple and bold, we could react quickly and take a bands marketing materials like music videos, and mashed them up with Wonderfront graphics to create band specific content that was both recognizable and Wonderfront themed.

Starting off we focused on creating interest in the event by turning the release of the band lineups into an opportunity to gain email subscriptions through the “WonderList” and enticed offers like ticket discounts and “leaking” some of band details to those who signed up. Once the lineup was released we could start promoting everything that Wonderfront had to offer, like 7 stages, and incredible venue locations all over the course of three days.

Using landmark events allowed us to breakdown our social media strategy into different stages. Every “event” utilized countdown animations leading up to it. The pre-event festivities became the “Road To Wonderfront” where we showcased a variety of VIP events scheduled leading up to the festival. Tickets being mailed out got their very own video to let everyone know they could expect their
tickets soon.

THE RESULTS

The sheer volume of customized, band specific videos we created allowed us to post consistently on places like Instagram and Facebook, building a community of over 30,000 people who liked or followed the Wonderfront accounts across all social media.

CREDITS

Social Media Manager: Nick Sardis
Designer/Animator: Matthew Gasiorowski

Union Tribune Review

Listen SD Review