Devilpalooza 2019 - Galantis

Devilpalooza is an annual, student-curated concert at Arizona State University featuring national touring artists, food trucks, interactive brand activations, and student art exhibits.

Free for students and hosted outside on the SDFC fields, it is the largest student-run event of the year and an incredible display of ASU spirit, pride and tradition for the entire campus community.

Role and Responsibilities:
  • Director of Devilpalooza 2019
  • Managed a $270,000 budget
  • Recruited and led an eight-person team
  • Developed and executed a multi-faceted marketing strategy
Big wins:
  • Fastest Sell-out with over 10,000 tickets claimed in less than 6 days
  • Record-Shattering Attendance of more than 8,500 students
  • Massive UGC campaign powered by 100-Person Devilpalooza Ambassador Program
  • First-of-its-kind paid-social campaign using geo-targeting across ASU's four campuses
  • A memorable and successful event featuring pyrotechnics, CO2 canons, and a massive LED screen for the first time at Devilpalooza

Client

Arizona State University

Type

Marketing

Year

2019

Process

Objective:

Set new records for the fastest sell-out and highest student attendance at Arizona State University's largest student-run event, Devilpalooza, while showcasing a headliner that would appeal to the electronic dance music audience.

Challenges:
  • Limited marketing budget of $5,000
  • Ensuring that ticket holders would attend the event
  • Selecting a headliner that would appeal to the target audience
Solutions:
  • Selected electronic dance music artists Galantis as the headliner
  • Implemented a paid social strategy using geo-targeted ads across ASU's four campuses
  • Developed the Devilpalooza Ambassador Program, a 100-person UGC campaign that engaged students through exclusive merchandise and meet-and-greet incentives
  • Utilized Instagram story engagement and the #Devilpalooza19 hashtag to drive excitement and awareness
Devilpalooza Ambassador Program

One of the most innovative and ambitious promotion strategies that we employed was developing the Devilpalooza Ambassador Program, a 100-person UGC powerhouse managed by Alexis Kwan. The mission of the program was to engage ASU students on a personal level and celebrate ASU music, art, and culture across the four campuses. The program was applicant-based and required active social media participation to drive UGC (User Generated Content). Students received exclusive merchandise and were able to contribute their own ideas to promote the event and ambassadors would compete to win a meet and greet with the headliner Galantis.

Outcome

The Team

Advisor

  • Ben Davis

Marketing

Logistics

Concert Coordinators

Campus Reps:

  • Kayley Zepeda (West)
  • Julia Schamko (Downtown)
  • Sophia Collier (Poly)

Other work

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Want to create something awesome? Drop me an email.

→ maxfees@mac.com