The Project
Leaning on our tech savvy, ev+ AGENCY created an online voting system tethered to creative video submissions from rural communities that made a case to bring the show to their town.
As part of our nearly 30-year strategic marketing partnership with the Big Valley Jamboree, we created a festival sub-brand, Small Town Saturday Night, for a province-wide competition to bring the big sounds and bright lights of BVJ to a rural Alberta community. Leaning on our tech savvy, ev+ AGENCY created an online voting system tethered to creative video submissions from rural communities that made a case to bring the show to their town. The videos were shared organically online, particularly on social media platforms.
As tens of thousands of Albertans cast their votes, towns were gradually eliminated until a winner was chosen. Throughout this process, the shift in local and regional allegiance was fascinating to watch, as towns formerly opposed to one another banded together in support of their county and eventually their region. This was observable by sampling front end engagement and, perhaps even more intriguingly, by reviewing web traffic analytics, which measured changing alliances and allegiance through the visual arc of data.
As the contest drew to a close, the entire province of Alberta rallied behind the two finalists, voting for community investment where it’s needed most and the chance to host a once-in-a-lifetime night of country music, celebrating an overwhelming sense of community pride.
