Art Direction / campaign / Content Strategy / digital / Photo shoot / Social media
HomeTown celebrates small-town roots and country music.
It launched with the Seven Peaks Music Festival (featuring Dierks Bentley, Miranda Lambert, and more) and an exclusive live stream of the event.
Deliverables
Within four-weeks, we collaborated with Live Nation’s creative team to develop a year-long campaign that included stories of country artists, promotional videos, digital assets, and social content to be shared on Live Nation and DISH’s accounts.
Leading up to and during Seven Peaks we captured artist, fan, and vendor photography — editing and posting for our followers in real-time.
Social Strategy
Paid and organic social generated initial buzz and drove awareness of the campaign and live stream. This included a giveaway to win a pair of tickets to Seven Peaks by submitting why you love your hometown with the hashtag #hometownproud.
A platform-specific content series kept users engaged pre-, during, and post-festival. The series was comprised of several threads, including Best of Buena, How to Survive in the Woods, and Peak Moments (select posts below).
Results
The goal of the partnership was to connect with existing and potential customers through shared stories and increase positive sentiment towards the brand.
For social, total live stream views on Facebook exceeded 1.9M. The total organic Facebook post reach was over 1.8M. We saw a 214% increase in likes on our Facebook page and a 263% increase in impressions on Instagram during Seven Peaks alone. We had some fun along the way as well, and it turns out that country music is pretty cool too.
