UNIVERSAL STUDIOS GRAD BASH

Graduating from high school is a rite of passage and accomplishment to be celebrated. For decades, high school seniors have gathered at various theme parks around Southern California to commemorate their last night together before embarking on new and separate paths. In 2018, Universal Studios Hollywood opened its world-renowned gates by creating an experience that would not only leave a lasting memory with graduates, but also capture some of the market share other theme parks were generating.

Universal Studios Hollywood commissioned DIA to create a program that would drive ticket sales while being exciting and impactful to high school students. The attributes, rides, and theme were spot on, but they needed DIA’s expertise to target students interests and provide relevant content that altered the park from being a “choice” to a “must-have” destination.

DIA developed a program that was edgy, while still aligning with the family-friendly brand. Even in the midst of EDM festival season, the agency was able to secure top-tier DJs – Marshmello and Deorro – to play private sets, and engage with nearly 100 students per night. DIA brought in Derek Hough, formerly of Dancing with the Stars and currently a judge on NBC’s World of Dance to MC the event, generate surprise and delight rides with the students, and mingle with chaperones. DIA also added popular budding DJs like John Lock and Mike Murda to fill the park with dance parties and invited social media influencers @iamDytto, @roshon, @francescacapaldi, @haley.erbert, and @hannahstocking.

The programming went above and beyond the client’s expectations with sold out 2018 dates and exponentially increased demand for 2019.