THE BRIEF
Insomniac’s EDC franchise — the world’s largest electronic festival brand — chose Phuket for its Thailand-region debut. The international team needed a local partner who could reach the audiences a foreign promoter cannot, on the rails a foreign promoter cannot operate, and with the operational fluency to keep a festival of this scale on the rails in Thailand.
EDC Thailand official site: edcthailand.com.
SCALE
WHAT WE DID
Tailored marketing for the Russian audience in Phuket
The Russian-speaking audience that summers in Phuket is the largest single ticket-buying population the international promoter can’t see. We ran a dedicated track for them.
- Russian-language paid digital across VK, Telegram channels, Yandex and audience-matched display.
- Out-of-home — billboards across Patong, Kata, Kamala and the Phuket airport corridor.
- Localised creative built natively, not translated. Clear, offer-led, ticket-buyable in RUB.
- PR pickup with the Russian-speaking lifestyle press in Phuket and Bangkok.
RUB & crypto-native ticketing
We built dual ticketing rails alongside the international Megatix path so the audience could buy in the way they actually buy.
- RUB checkout — direct ruble settlement for a base of buyers Western platforms simply don’t accept.
- Crypto-native checkout via stablecoin rails — for the on-island Web3 audience.
- Refund and resale logic that survived the volume.
On-the-ground consulting
Local-side advisory to the Insomniac team across permitting, curfew, alcohol, customs of festival production, and the Phuket-province authority interface — the slow-moving layer that’s invisible from outside Thailand and decides whether a festival opens.
OUTCOMES
- The RU audience funnel converted significantly above the regional baseline — a channel competitors don’t operate.
- Ticketing infrastructure across three currencies and two rails handled international peak load with no on-sale incidents.
- Established a working model for an international festival IP landing in Thailand with a serious tourist-audience component.
SROAST is the best of both worlds — international-festival fluency with deep local operating knowledge. Essential to the Phuket launch.
CREDITS
Promoter: Insomniac · Local partner: SROAST Entertainment · Region: Phuket, Thailand · Ticketing: Megatix + RUB & crypto rails (SROAST)