7UP® Turns UP the Energy at Major Music Festivals Across the Country with #7x7UP

PLANO, Texas--(BUSINESS WIRE)--

7UP is amplifying the experience for fans by revving UP some of the year's biggest electronic dance music festivals. Fans can expect unprecedented access to Electric Daisy Carnival (EDC) and HARD festivals as 7UP creates unique opportunities for them.

“We know our Millennials are passionate about electronic music, and we want to help foster a more intimate connection between the fans, the music, and DJs,” said Dave Falk, vice president of marketing for 7UP. “As part of #7x7UP, I'm thrilled to announce that 7UP is continuing to provide unparalleled experiences for fans all summer at the biggest festivals of 2014.”

7UP will kick off the unofficial start to summer on Memorial Day Weekend at the 3rd annual Electric Daisy Carnival (EDC) New York, May 24-25. 7UP will create an amazing fan experience with the 7UP dome, an immersive, pulsing environment showcasing music from some of the best DJs, bright lights, and an energizing dance floor, coupled with UPlifting refreshments.

Next UP – 7UP will continue to amp UP the scene at EDC Las Vegas, June 20-22. Fans can expect a unique, immersive experience with some of dance music's best artists, which is sure to be the talk of the festival. For more exciting announcements this summer, follow #7x7UP.

“Any time Insomniac decides to work with new partners we always look at how their involvement can positively impact the overall fan experience at our events,” said Pasquale Rotella, CEO and founder of Insomniac. “7UP understands how important our fans are to us, and I'm really excited that they are committed to creating new and exciting elements for our upcoming festivals.”

The #7x7UP interactive festival experience will be at the following music festivals, including:

• Electric Daisy Carnival, New York, May 24-25, 2014
• Electric Daisy Vegas, June 20-22, 2014
• HARD Summer Music Festival, Los Angeles, Calif., August 2-3, 2014
• HARD Day of the Dead, Los Angeles, Calif., 2014
• Electric Daisy Carnival Orlando, Fla., 2014

To follow all of the UPlifting 7UP excitement surrounding the brand's explosion into electronic music, please visit 7UPmusic.tumblr.com. You can also follow the social conversation at #7x7UP.

About 7UP

7UP is one of many flavorful brands in the beverage portfolio of Dr Pepper Snapple Group DPS. A favorite since 1929, 7UP is THE UNCOLA. 7UP is available in Regular, 10 calorie, Diet and Cherry varieties. DPS is a leading producer of flavored beverages, marketing 50-plus beverage brands across North America and the Caribbean. For more information, visit 7UP.com or DrPepperSnapple.com. For the brand's latest news and updates, follow 7UP at Facebook.com/7UP or Twitter.com/7UP.

About Insomniac

Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company's top priority.

Throughout its 20-year history, Insomniac has produced more than 250 festivals, concerts and club nights for nearly 4 million attendees in California, Colorado, Florida, Nevada, New York, Texas, Puerto Rico, and the United Kingdom. The company's premier annual event, Electric Daisy Carnival Las Vegas, is the largest multi-day music festival in North America, and attracted more than 345,000 fans over three days in June 2013.

The company was founded by Pasquale Rotella, and has been based in Los Angeles since it was formed in 1993.

Keep up with Insomniac announcements and news on Facebook and Twitter.