Crafting a social campaign that leaned into the emotional, influential, and candid journey of the Grateful Dead
Throughout their 30+ year career, the Grateful Dead became one of the most easily recognizable bands ever. Their music became timeless, and their legacy still lives on today. DMM partnered with Amazon Prime Video to help tell this Long Strange Trip.
Our team was tasked with strategizing a social messaging campaign that was careful not to alienate non-Deadhead fans while building buzz amongst existing and loyal fans for the documentary film’s release onto the streaming platform.
Throughout the social campaign for Long Strange Trip, we leaned into the emotional, influential, and candid journey of the Grateful Dead to appeal to both a broader audience and diehard fans, crafting a unique voice that resonated with users.
Our social campaign also overlapped with the documentary film’s limited release in theaters and festivals. We heavily supported the film’s debuts during its festival run, successfully engaging with fans onsite and at home, driving awareness to its premiere on Prime Video. We ideated creative concepts that captured the spirit of the band, and launched small user generated content initiatives and community management strategies that encouraged Deadheads to share how the band has inspired their lives.
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