Multi-year marketing engagement for one of Thailand’s largest electronic music festivals, supporting campaign planning, paid advertising, content coordination, and media distribution across successive editions.
Client Overview
808 Festival is one of Thailand’s largest electronic music festivals, expanding from two to three days across major venues in Bangkok and Pattaya, held annually in December. Past editions have featured Charlotte de Witte, DJ Snake, Zedd, Illenium, Hardwell, W&W, Timmy Trumpet, and David Guetta, with stage takeovers by Monstercat and Drumcode.
The Deal
808 Festival retains Tonight Media as its long-term marketing partner, responsible for leading and executing the festival’s annual marketing campaigns across official channels, paid media, and EDM audience distribution.
Scope of Work
Official 808 Festival Marketing (Tonight Media)
Led the full marketing execution of 808 Festival across multiple editions, managing official Instagram, Facebook, TikTok, and website communication from initial lineup announcements through phased ticket releases and live event-day updates
Managed sponsor marketing requirements and partner alignment through direct communication on branding placements, promotional deliverables, ticketing coordination, artwork production, after-party promotion, and ongoing campaign communication
Managed influencer and creator coordination to support campaign amplification, identifying relevant electronic music creators, coordinating content participation around lineup announcements and ticket phases, and aligning creator activity with paid media and editorial coverage
Handled PR coordination with local and international media outlets, preparing and distributing press releases, responding to media enquiries, and ensuring festival announcements, lineup updates, and event information were communicated accurately across press channels
Oversaw video production management across the campaign, including hiring video teams, negotiating deliverables, supervising content output, and ensuring final assets met branding and timeline requirements
Managed artist coordination including Meet & Greets, interviews, scheduling integration within the campaign calendar, approval processes, and structured delivery of final assets to artists
Directed official email marketing under the 808 Festival database, coordinating campaign sends, geo-targeted communications, and artist-related messaging to align with public announcements and ticket timelines
Planned and managed paid advertising across Meta and Google, setting audience targeting, geographic segmentation, and budget allocation in line with confirmed lineup reveals and ticket release periods
Media Promotion (EDM Addicts)
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Executed structured 808 Festival coverage across Instagram, Facebook, TikTok, YouTube, website, and app, publishing lineup announcements, ticket phase updates, long-form articles, and short-form video content in line with confirmed campaign timelines and announcement schedules
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Provided additional campaign visibility through EDM Addicts’ media ecosystem, ensuring festival announcements and updates reached EDM-focused audiences beyond the festival’s official channels
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Maintained on-ground presence through the EDM Addicts booth during selected editions, promoting the EDM Addicts platform, increasing brand visibility, and marketing EDM Addicts earplugs directly to festival attendees
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Monitored engagement performance across EDM Addicts platforms during active campaign periods, reviewing audience response to identify which content formats and announcements gained traction and adjusting amplification priorities accordingly
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Coordinated EDM Addicts publishing schedules alongside official 808 communications, managing the timing of posts across platforms so lineup announcements, ticket information, and campaign updates followed the confirmed release order without conflicting messaging
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Planned and managed paid Meta campaigns to amplify selected 808-related content, allocating spend around confirmed announcement periods and ticket phases to extend reach among electronic music audiences in Thailand
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Leveraged EDM Addicts’ owned audience and subscriber database to reinforce lineup reveals and ticket releases, coordinating repeated exposure through social posts and email communications during key campaign periods
Results & Takeaways
Across multiple editions, structured campaign rollouts, paid media execution, influencer collaboration, and integrated distribution through 808 Festival and EDM Addicts platforms supported high-attendance and sold-out events. Coordinated lineup announcements, geo-targeted advertising, and creator-led amplification maintained consistent visibility across Thailand and international markets. Real-time onsite coverage and post-event content distribution extended campaign momentum beyond festival dates, while continued multi-year engagement reflected sustained trust and reliable execution in high-pressure environments.
