The client wanted to drive awareness around hip hop artist Nelly and the 25th Anniversary of his album Country Grammar, utilizing Genni’s pool of creators during his performance at Stagecoach.

We used Nelly’s performance at Stagecoach as the vehicle to drive the messaging in various means, including:

• Select creators capturing IRL Billboards on the way to the festival that featured a link to a custom microsite (ridewit.me)

• Creators posted their journeys to Stagecoach soundtracked by Nelly’s smash hit, “Ride Wit Me”

• Reaction videos to Nelly’s live performance at the festival