Movement Electronic Music Festival

Case Study


Movement is one of the largest annual music events held in Detroit with a lineup featuring more than 100 talented artists and DJs. Since their first electronic music festival held in 2000, the event has since evolved into one of the world's most renowned electronic festivals. Throughout the 2015 Memorial Day weekend, our team got down in Detroit's Hart Plaza and coordinated a full-scale digital marketing approach for the 2015 Movement Electronic Music Festival.

Real Time Digital Marketing

Prior to the event and during the three-day festival, we directed Movement's social media presence, website management and content, and photo and video teams.


Global Snapchat Story

To further boost the festival's social media presence during the three-day event, we integrated the festival into a Detroit Global Snapchat Story that was seen by millions locally and worldwide. Recognizing the importance of the Millennial target market for the festival and the fact that 71% of Millennials use Snapchat, Blue Wheel Media identified Snapchat as a very important platform for marketing the festival. We coordinated the integration of Movement into the Detroit Global Snapchat Story on Sunday, May 24, exposing the festival's exciting atmosphere to millions locally and worldwide.


Through a combination of skillfully curated content, social listening, intuitive social advertising and active community management, Blue Wheel significantly boosted Movement's social media followings in a short time. Organic growth saw massive spikes from both a follower and reach perspective.


Blue Wheel leveraged its deep and intimate understanding of the Movement audience in order to create and serve targeted ads on Facebook and Google Adwords as well as segment remarketing campaigns across the Adroll network. The result was an expertly targeted and optimized campaign that drove a large volume of impressions and online conversions.


Blue Wheel has continued to manage Movement's social media channels with a focus on growing each respective network in order to significantly increase social media reach when promoting the 2016 festival.

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