FIRESTONE: DESTINATION COUNTRY

THE IDEA

Firestone set out with a team of Instagram photographers and launched a nationwide road trip to capture country music landmarks. They took advantage of country music festivals happening around the U.S. and divided the country music tour into three phases, giving each phase of the tour to a designated Instagram photographer.

PHOTOGRAPHERS

• Theron Humprey. 931K followers.

• Brenton Clark. 242K followers

• Jessica Northey. 64K followers.

THE ROAD TRIP

We crowdsourced the list of places that each photographers was sent to – recording studios, venues, locations that have been written about in songs, birthplaces, etc. - and outfitted them with a truck and Firestone tires. Each photographer traveled across the country capturing all aspects of both classic and modern country music history.

SOCIAL MEDIA ACTIVATION

As a Sr. Art Director, I worked closely with a team of writers, strategists and designers to develop a microsite and series of Facebook and Twitter posts introducing the hashtag #DestinationCountry. A bitly link drove users to an aggregator where fans were able to submit their photos of what Country Music meant to them for a chance to win a trip to a country music festival.