Coast to Coast
A Social-first Adventure Series
Coast to Coast was a new mini-series launched by Flylords, in partnership with Columbia PFG, showcasing the journey of 2 anglers as they fished their way through the jungles and rainforests of Costa Rica. Through trials, tribulations, and a whole lot of rain, this story exposed the gritty, action-packed nature that makes up the fabric of a true, once-in-a-lifetime fly fishing adventure.
Challenge
Modern Storytelling for Modern Audiences
Our goal was to show something truly fresh to the fly fishing audience. Both in storytelling and distribution, this activation served to break the mold and bring people something new and exciting.
By approaching this project with a “social-first” mindset, we set out to curate the entire series to suit the short attention spans of modern-day viewers.
Media Execution
High-Volume, High-Intent Content
Flylords/FISKA worked with 4 Corners Lodge to plan and produce a diverse fishing route from the West to the East Coast of Costa Rica. Once on the ground, a team of 3 camera operators worked tirelessly to capture every moment experienced on the ground.
Once the trip was over, the content was cut into 5 mini-episodes, 1 long-form film, and countless supporting cutdowns, aimed at keeping people’s social media feeds full of “Coast to Coast” content in the following weeks
A Full-Scale Content Takeover
The special sauce of this project was the distribution. Each day Flylords released a new mini 2-3-minute episode on Instagram, Youtube, and Tik-Tok, with an additional 4-5 supporting pieces to go along with the episode. These activations ranged from gear to biology to education, and were all aimed at giving audiences more reasons to be engaged with the episodes.
On the back end, Flylords also deployed a custom landing page for all content to drive back to, which featured an interactive episode map, a project synopsis, and loads of additional editorial content discussing gear and fishing in Costa Rica. Flyords also released a daily custom newsletter to our 70K subscribers, to announce each episode and support that day’s editorial features.
performance snapshot
2.6M+
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Key Takeaways
Modern Problems = Modern Solutions
Attention spans are shorter than ever, so if you can’t beat ‘em, join them. This project successfully aimed to reach social media users with content with the mission to stop the scroll and capture attention.
However, with the new age of consumption, this can be harder than ever. So, instead of cursing the new means of content consumption, we utilized it and delivered short, engaging content right to the viewer's doorstep.
A Full-Fledged Takeover
This campaign practiced intentionality. No matter where our audience was during this content rollout, our content could find them. By utilizing all of our channels, there was something for everyone, everywhere.
Embracing the Edge
In line with Columbia PFG’s goals to embrace the grit and their slogan, “Made for whatever”, we didn’t hold back and gave the people a look into the true angling experience. These episodes didn’t try to make any heroes, but instead, showcased an authentic look at anglers in their most vulnerable, human form.
Partner Integration
Flylords worked alongside Columbia PFG to every step of the way when engineering this project. All content was shot utilizing Columbia PFG ambassadors/ adjacent figures, and served to showcase use cases of their products as the show’s characters put them to the test in real time on screen. During rollout, Columbia had their name on every piece of content, including a custom landing page on flylordsmag.com, and received “gear” focused editorial activations, providing reviews of the PFG product that were used in the field.
Additionally, Columbia PFG ran a custom display ad site takeover on flylordsmag.com, and custom display placements in each daily newsletter. At the end of the activation, all captured content was shared with Columbia PFG for them to use for their own channels and catalogue down the line.
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