Seven Peaks
— DISH x Live Nation | HomeTown
Deliverables
DISH and Live Nation partnered to create a campaign that celebrates rural America, what it means to love country music, and be hometown proud. It launched in 2018 with the Seven Peaks Music Festival and an exclusive Facebook live stream of the event. It spanned over 4 days and featured artists such as Dierks Bentley, Miranda Lambert, Elle King, and more.
Within four weeks, my team collaborated with Live Nation 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. During the Seven Peaks Festival, we captured everything from artists, event-goers, hometown proud interviews, and vendor photography — editing and posting social content for our followers in real time.
— DISH x Live Nation | HomeTown
Artist Photography
A huge contributor to the success of this campaign/series was the ability to photograph the country music artists live on stage. This not only allowed me and my fellow photographers an amazing opportunity to capture some of country musics’ biggest stars on stage but also reach a wide range of fans both at the concert and at home who didn’t want to miss out on their set!
Below are a few samples of artists I personally got to photograph.
— DISH x Live Nation | HomeTown
Social Strategy
In order to generate excitement prior to the big event, paid and organic social posts were created to drive awareness. The biggest way this was achieved was through a giveaway to win a pair of tickets to the festival by telling us why they love their hometown with our custom hashtag #HometownProud.
A platform-specific content series kept our followers engaged prior to, during, and after the festival. The campaign itself was comprised of several series.
Peak Moments
Highlighting a variety of the best festival moments to recap each day
Best of Buena
Aimed to pump up excitement and promote unique places to visit in Buena Vista.
Hometown Proud
Starred real concert attendees and why they are #HometownProud
Credits
Creative Director: Steve Molnar
Art Director: Michelle Baker
Typography/Illustration: Katie Pederson
Design: Katie Pederson
Motion Graphics: Alan Araya
Copywriter: Phil Kellum
Still Photographer: Katie Pederson
Still Photographer: Evan Brogan
Still Photographer: Zach Smith