Tarpon Week
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Flylords Tarpon Week is a 7-day full-scale takeover, in partnership with YETI, that celebrates the glory, heart, and history that make up the pursuit of one of the most iconic game fish in the world: The Tarpon.
Strategy
Built for Total Immersion
Our goal was to create something that couldn’t be missed. By utilizing a network of writers and creators from all over the country, we curated an extensive catalogue of engaging Tarpon content aimed to reach audiences across all demographics and platforms.
Media Execution
Storytelling Through a Legend
In preparation for this digital event, Flylords traveled across the country to sit down and hit the water with Yeti ambassador, and one of the most iconic Tarpon fishermen to ever live: Andy Mill.
During that time, we captured a myriad of diverse content, such as a short 3-part video series titled “Tarpon Tips”, a Podcast with Andy, and a “Cribs” style tour of his iconic residence, which has been dedicated to the sport of chasing Tarpon on the fly.
A Centralized Content Hub
Upon kicking off the week, Flylords launched a custom landing page, which featured interactive maps and storytelling pieces, and would act as a hub for the week of content to come.
For the next 5 days, Flylords released a mix of original video, photo, and editorial Tarpon content across all channels, including flylordsmag.com, social channels such as Instagram and Youtube, and a daily dedicated newsletter.
performance snapshot
5.2M
35K
2.6M
+49%
Key Takeaways
A full site experience
Flylords dedicated every channel, from editorial to social, to newsletter, to solely support Tarpon week for the entire duration of the campaign.
Must-See Content
Flylords created custom video and editorial content that was specifically catered to hook Tarpon anglers and enthusiasts.
A Collaborative Effort
Presenting partner, YETI, was brought in from the very beginning to help build the road map so that the activation strategy fit their initiatives and helped accomplish their goals. From Instagram collaborations to YETI project highlights, their brand played a prominent part in each act.
Partner Integration
Flylords worked with YETI to curate custom video content that supported YETI’s brand slogan of “Built for the Wild”, while simultaneously leveraging the brand’s ambassadors.
In addition, YETI received a full-site and newsletter Display takeover, and custom YETI product callouts and features within organic and paid editorial activations that rolled out within the week.
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