EPIC EYE MUSIC & ARTS FESTIVAL

Why Epic Eye? The main message behind the brand name and story of the festival was to close one’s five senses and open up to new feelings which can get us to our emotional peak and free our mind from the daily routine. 

The idea was targeted right on the electronic and rock music audiences as well as the contemporary art appreciators in Armenia. The same concept was applied for the creation of all the brand items, as well as the verbal communication and brand tone of voice.

To raise awareness about the festival, a commercial was produced and photo shooting was carried out, revealing some of the most unforgettable and unexpected emotions one could experience only when attending the event.

A number of billboard, city scroller and LED screen ads were placed in the city center and the suburbs of Yerevan. Also, one of the biggest shopping centers Yerevan Mall who had partnered with the festival provided inside and outdoor ad placements where the festival posters, banners, roll-ups, and a LED screen were placed. Additionally, we placed a promo stand with flyers in the shopping mall with a promoter to sell tickets to the event. Throughout a month ads were running before each movie screening at KinoPark movie theater that is also located at the shopping center.

BTL was also carried out in the city-center night spots resulting in 400 direct contacts in the bars/pubs.

Also, for the festival, a fully functional, interactive and search engine optimized website in English and Armenian was developed, with branded cutting-edge UI/UX design and thoughtful eCommerce system. Within one month, the festival website reached more than 14,000 unique visitors and sold more than 2,000 tickets.

Throughout the whole pre- and post-promotion periods, we used a diverse digital marketing mix and platforms to reach out to the target audience and spread the word about the event. Through social media marketing, the event reached more than 1,000,000 unique users on Facebook and got around 900,000 impressions on Instagram. With display advertising on Google and YouTube during the pre-event promotion, the festival got more than 1,400,000 impressions altogether.

Our team took over not only the marketing but also PR of the event and organized a press conference for the Armenian media. We partnered with CivilNet, PanArmenian.net, Yerevan Magazine, and Bravo.am as the main media partners of the festival. As a result, more than 50 articles, TV and radio reportages appeared on different media channels before and after the event. 

Total of 16 social media influencers and vloggers joined to amplify the marketing communications efforts. We’ve worked with all of them individually to create unique content to be shared through their pages. 90 special invitations were delivered to celebrities and influencers to attend the festival. The influencer posts reached more than 600,000 people.

Overall, the festival promotion was a big success engaging the media, celebrities and the audience. Around 40 artists and bands performed at the festival, including Paji and Tube & Berger from Germany, Leprous from Norway, Ten Walls from Lithuania, and others. More than 2,000,000 people from Armenia and neighboring countries at least once heard about the festival through social media channels, TV, radio and other platforms. And more than 3,000 people bought the festival tickets.

Here are some of the most epic moments of the festival for you. Open your mind and feel the beat!