For the Bass Pro Shops and Cabela’s Flannel Fest sale, we rewrote history and brought the “Fabric of America” campaign to life across the paid and organic channels. The integrated digital campaign promoted the sale through a complete flannel takeover on social, educational (read: fake) facts about flannel’s history and a photo contest for users to “flannelify” their home state.
Fun Fact: This social campaign idea informed the marketing message at the brand level -- an unexpected, but exciting outcome for our team.
Team: Jill Mailander, Elizabeth Bernard, Kai Casey, Evan Butteris, Bass Pro Shops Video Team, Michael Kwolek, Laura Oxler