Cheyenne’s Cowboy Campaign
The Wild West thrills of the world’s biggest outdoor rodeo – Cheyenne, Wyoming’s annual Frontier Days – are a dream for real-time social content. The challenge was to create buzz and momentum well before the event actually started (and ultimately inspire travel).
What We Did
The #ShowUsYourCowboy campaign asked fans to submit a photo of their best cowboy impersonation for a chance to win a trip to Frontier Days and serve as the “Official Instagrammer” of the Visit Cheyenne Instagram account for Frontier Days 2014. To further increase buzz, TURNER targeted online influencers received themed seeding packages as inspiration for sharing #ShowUsYourCowboy content on their networks.
Yeehaw! The awareness campaign returned more than 400 photo contest entries and collected a total of 235 #ShowUsYourCowboy Instagram tags. The campaign was promoted by 11 online influencers who shared #ShowUsYourCowboy content on their blogs and social media networks. Overall, the campaign boosted awareness of Visit Cheyenne’s social media efforts and created excitement for their signature event.