Events Marketing & Brand Activation

USC PurpleFest at Rock the Runway

Before the Beat Drops: PurpleFest Campus Launch Strategy

Consumers trust excitement from other consumers more than posters or ads

By amplifying peer excitement, we turned PurpleFest into a must-attend moment.

The Context

USC PurpleFest is a two-day music festival hosted at London International Airport, headlined by Noah Kahan, Myles Smith, Marshmello, BBNO$, and more.

As its first year operating, our goal was to push ticket sales, build widespread awareness, and generate strong FOMO among Western students during the promotional phase.

What We Did

We centred the PurpleFest campaign around three core objectives:

  • Increase ticket demand through student-driven visibility

  • Establish PurpleFest as the event of the semester

  • Amplify FOMO through word-of-mouth, on-campus activation, and peer advocacy

I led the student activation strategy—driving awareness and conversions through giveaways, campus ambassador initiatives, pop-up promotional booths, and UGC creation. This included coordinating on-campus ticket and merch promotions, pop-up booths, social contests, live event coverage, and UGC content to build hype and FOMO.

Campaign Impacts

$1.15M

ticket sale

10,499

people attended

5.26%

average engagement rate across Instagram in 30 days

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