Ads present the product or service in the right light to motivate consideration and purchase. Content marketing is something different. Content-fueled campaigns are designed to please people and that’s pretty much it. In other words, content is a gift from the brand, not a clever request to purchase.
Content also rewards customers and provides a way to share values between the sponsoring company and its audience members. Let’s see it all in action.
Bird and Beam in Nature
Lucky Brand is debuting its new Fall ‘21 line with an inspiring digital content series, “Play for the Parks,” that celebrates the wonder of nature while raising awareness of national park preservation.
Created in partnership with creative agency Where Eagles Dare and La Blogothèque, “Play for the Parks” transports Andrew Bird and Iron & Wine to Yosemite Park for an unforgettable experience that captures the spirit of wonder and exploration outdoors.
“No photograph can prepare a person for the scale and beauty of Yosemite, it was my first visit and I was completely overwhelmed,” said Sam Beam (who goes by the stage name Iron & Wine). “What a blessing to be able to spend it making music with Andrew Bird.”
Collaborating for the first time, the two artists came together to create intimate live acoustic videos within the expansive surroundings of Yosemite National Park. In the videos, Bird and Beam are seen exploring nature, experimenting with sounds and acoustics.”
Beam and Bird in Casual Wear
In each of the two brand-sponsored videos, Bird and Beam wear different looks from Lucky Brand’s new line. Next summer the two artists will reunite for a show at Red Rocks Amphitheater in Colorado, with more dates to be announced soon.
Lucky Brand is making a $25,000 donation to support efforts to preserve our national parks. Lucky Brand is also hosting a contest in which winners will receive Taylor acoustic guitars, vinyl albums, and framed maps of Yosemite signed by Andrew Bird and Iron & Wine, plus a $500 Lucky Brand gift card.