Home  › Marketing › Strategies
road2farmaid-logo-final

Farm Aid Goes Digital to Promote Concert, Family Farms

  |  September 9, 2013   |  Comments

The 2013 concert, taking place on September 21 in Saratoga Springs, N.Y., features a hashtag, webcast, and app.

road2farmaid-logo-finalFarm Aid, a nonprofit that seeks to keep family farmers on their land and runs an annual benefit concert that has raised more than $43 million since 1985, has launched #Road2FarmAid in advance of its upcoming 2013 concert.

#Road2FarmAid kicked off August 28 on Facebook, Twitter, Instagram and YouTube. It invites fans to contribute photos and videos about their journey to Farm Aid 2013 or their visions for strong farm and food communities. At the same time, it also seeks to create a conversation about family farmers and the food they produce.

"We invite you, too, to tell us how you're getting ready for Farm Aid 2013, whether you're joining us in person at SPAC or watching and listening from home," Farm Aid writes in its blog. "We want to know what your road to Farm Aid looks like, and what you do in your daily life to support family farmers and good food."

In return, participants will be eligible to win two front row tickets to Farm Aid 2013.

Farm Aid Communications Director Jennifer Fahy says Farm Aid is seeding the promotion with its own stories of repeat visitors, including a producer who has toured with the Rolling Stones and Sting, as well as a group of Missouri farmers and a farmer co-op that raises pork in environmentally friendly ways.

"We're telling stories behind the scenes and asking everyone else to tell stories," she says.

So far, that also includes photos of gardens, farms, and Farm Aid tickets and t-shirts from over the years, she adds.

"It is a social campaign we dreamed up knowing that people come to Farm Aid from all over. We have regulars who come from Hawaii, Alaska, and Finland and farmers who come, too, from all across the country, so we wanted to give folks a chance to document what that road is whether they're coming from Saratoga or around the world," Fahy says. "We want to document that and also want to have an opportunity for people who aren't actually coming to the show to participate. We're saying [the road] doesn't end at the concert - it goes on and on. We're also asking people to document how they're supporting farmers in everyday life."

A page on the Farm Aid website aggregates submitted content.

Farm Aid will take place on September 21 at Saratoga Performing Arts Center in Saratoga Springs, N.Y. It will feature Willie Nelson, Neil Young, John Mellencamp, Dave Matthews with Tim Reynolds, Jack Johnson, Amos Lee, and Toad the Wet Sprocket, among others. The 2013 concert will have 25,000 attendees. It sold out after four days.

A webcast will air September 21 from 5 to 11 p.m. ET on farmaid.org. It will feature artist performances as well as behind-the-scenes content like: interviews with artists, farmers, and fans; demonstrations from the Homegrown Village, where concertgoers engage in interactive exhibits; an overview of Farm Aid's Homegrown Concessions, which brings family farm food to concertgoers; and a peek into the festival's production.

The Farm Aid 2013 concert will also be broadcast live on Willie Nelson's SiriusXM channel and through the SiriusXM Internet Radio app, as well as on siriusxm.com beginning at 2 p.m. ET on September 21. The live broadcast will also include behind-the-scenes coverage and backstage interviews.

What's more, for the first time, concertgoers will be able to access "the entire Farm Aid experience" with the official Farm Aid 2013 mobile app, which Farm Aid says will be available "soon" for iPhone and Android devices. Fans will be able to view the entire schedule and add artists, workshops, and artist briefings to make their own personalized schedules.

@FarmAid has 22,000 followers and 61,000 Facebook fans.

Farm Aid 2013 is sponsored by Chipotle Mexican Grill, Amy's Kitchen, Farm Family Insurance, Horizon Organic, American Harvest, Rudi's Bakery, Organic Valley, Applegate, Greener Fields Together, EcoScraps, PLOTSAVER, and Taste NY.

Nelson, Young, and Mellencamp organized the first Farm Aid concert in 1985. Matthews joined the Farm Aid Board of Directors in 2001.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...