YETI and LiveNation Raise It for the Roadies with Custom Coolers

I’ve got my win of the week.

YETI Coolers and Live Nation have teamed up on a program called “One for the Roadies.” In a campaign that borrows a similar spirit to the #Frankitforward effort from Ball Park to support stadium vendors, this initiative looks to support another group prominently affected by COVID-19 and the shutdown of live events: road crews.

As live music grinds to a relative halt, the “roadies” whose livelihood depends on setting up, breaking down and helping put on the biggest musical performance in the country, have similarly had to press pause. LiveNation, the company behind so many of the biggest concert tours, knows this all too well. All the reason that this partnership makes all the PR sense in the world.

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We teamed up with legendary musicians and @LiveNation to auction off custom Roadie® Coolers to benefit road crews hit hard by COVID-19. Place a bid on your favorite artist’s cooler now. By the way, we’re matching total donations up to $50,000 — so bid your heart out. Click the link in bio to place your bid. #OneForTheRoadies #CrewNation

A post shared by YETI (@yeti) on Aug 4, 2020 at 8:00am PDT

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Again, just smart. For LiveNation, it’s a way to continue to support those that make everything go and raise funds for CrewNation, its dedicated relief fund for live music crews. The team up with YETI offers continued exposure with a target audience, and all it required on the LiveNation end was to make some calls to contacts they already have and drum up participation for a good cause. Here’s the roster of performers who joined the #OneForTheRoadies campaign:

It sings on the YETI side of the stage too. Their popular “Roadie” cooler is literally built into the program name and featured prominently in every part of the creative experience. It continues an association and usage model around music, even as tours have slowed.

The whole thing also offers a lovely ready-made PR and social conversation element. The 40 artists each bring their own content, via their cooler creations, as well as an inherent reason to talk about the campaign, its fundraising element and to support their own crews in the process. The social communities of each artist deliver 40 respective grassroots news-driving ecosystems to make the whole thing continue to spread.

Raise one to this creative concept, and #OneForTheRoadies.

Via @LiveNation on Twitter