"Kick the Dust Up" Campaign

Luke Bryan

"Kick the Dust Up" Campaign

CLIENT: Luke Bryan
AGENCY: BubbleUp // Nashville, TN

The Case

There’s no bigger country music star than Luke Bryan. For three years straight, the industry’s named him Entertainer of the Year. With a dozen #1 hit songs, seven million albums and 27 million tracks sold, his gritty all-American style speaks to a massive fan base. Millions are flooding popular social media networks to share excitement for the music, so Luke’s team decided to showcase and build community around that buzz.

The Approach

When Bryan hit the road for his Kick The Dust Up series, fans took to using key hashtags, #kickthedustup and #LukeBryanLive. That helped organize the conversation, but BubbleUp, LLC (the digital marketing agency representing the star) wanted to pool together all that enthusiasm directly on the Luke Bryan website. TwineSocial’s aggregation tools made the dream a reality.

With our customized agency-level plan, the platform automatically imports posts from all of Luke Bryan’s official accounts, along with moderated fan content related to desired tags. Twine’s rules and filter engine allows for collections, segmenting content into categorized tabs for easy viewing. Advanced design features also make it possible for Luke’s posts to appear larger than fan content, making official updates easy to spot as the buzz streams on.

The Outcome

Luke Bryan’s social wall is a popular destination. Fans can get a quick pulse on the conversation by accessing the hub through Luke’s multimedia page.