WIDE AWAKE

Transforming the festival from niche to need-to-know

THE BRIEF

We were appointed to position Wide Awake as the alternative to the mainstream – a festival rooted in independent culture, progressive music, and sustainability.

WHAT WE DID

To truly establish Wide Awake as the best alternative festival in London our strategy was to show up in spaces that champion innovation, subcultures and independence.

We combined strategic partnerships with the likes of NME, Dazed, and Fred Perry, with targeted outreach to tastemakers and culturally relevant voices. Our exclusive A-list guest list helped seed buzz, while our curated outreach ensured the right voices were telling Wide Awake’s story – in the press, across socials, and on the ground.

RESULTS

Authentic partnerships - NME, Dazed, Hunger, Fred Perry, The Nudge delivering 50+ pieces of content

Cultural credibility - 40+ Positive reviews

Reaching millions - 200+ earned editorial and 160M+ reach across Radio X, Apple. Music, Woo, Hero, GQ, Rolling Stone + more.

"It was great working with the team at Full Fat for Wide Awake 2023. For an independent festival like ours it was especially important to work with a team who really understood the line up and ethos behind what we were trying to do. They really got it from day one and were extremely helpful, organised, passionate and professional throughout the campaign."

Jamal Guthrie, Director, Wide Awake