Cabela's wanted to create a community around their brand by giving people a platform to share their passions. The main goal of this community was to build brand affinity and loyalty by giving consumers a platform to connect around activities and hobbies aligned with Cabela's brand.
The brand successfully mixed user-generated content with celebrity endorsements to spark the conversation. Showcasing a video from Luke Bryan garnered reactions from fans and Cabela's customers throughout Facebook, Twitter, and Instagram. Specific calls to action served to guide the conversation as relevant content was sourced and re-displayed in real-time. Such content was displayed in the form of a Facebook stream and a dynamic photo wall pulling in images from Twitter and Instagram.