Ubbi Dubbi began with just a name and an image of two small characters. From there, Fame House assisted in developing a fictional narrative centred around these characters having different electronic sub-genre preferences. The branding, paired with a strong lineup and creative approach to festival marketing, led to this first-time festival selling out.

The Ubbi Dubbi social accounts started from scratch with zero followers. Fame House leveraged key marketing moments such as the lineup announcements to quickly build an audience.

Phase 1 of the lineup was teased by pairing a cryptic clue with an image related to one of the top artists on the lineup.

Phase 2 was teased by creating a crossword puzzle that featured hints related to various artists on the lineup. Disco Donnie rewarded the first person to correctly finish the puzzle with a free ticket to the festival.

Fame House grew the fan community by elaborating on the Ubbi & Dubbi dichotomy, creating two teams: #TeamUbbi represented fans of house and techno; and #TeamDubbi represented fans of dubstep and trap.

A contest was launched in which fans could post either team’s hashtag for a chance to win a free ticket to the festival. Once fans were familiar with the sides, additional content was created catering to each team, such as unique Spotify playlists. The DDP team also produced plush toys and figurines of each character, which were available for purchase when buying a ticket.

Lastly, Fame House placed a large focus on creating memes centred around electronic music culture, which helped drive fan engagement and overall follower growth. Despite this being a first-time festival, the humorous, EDM-related content helped fans of the genre engage and identify closely with the festival. By introducing a narrative that resonated with the community, the festival was able to have massive success in its first year.