PurpleFest Music Festival Campus Promotion Strategy
Purple Fest: Rock the Runway 2025
Event Marketing | Social Media Management | Content Creation
Project Overview
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.
Video Credit: Western USC
Strategic Approach
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.
What I Did
Planned and hosted Instagram promotions and giveaways to boost awareness and early engagement
Coordinated campus ambassadors to promote ticket and merch sales across campus
Organized pop-up booths for in-person student interaction & ticket pushes
Directed ambassadors during PurpleFest to capture UGC and create real-time FOMO
Managed student-facing content rollout leading into the festival
Supported on-site activation and crowd engagement during both festival days
Campaign Impacts
$1.15M
total ticket sale
10,499
people attended
5.26%
average engagement rate across Instagram in 30 days