Tri-City Water Follies Digital Marketing Campaign

The Tri-City Water Follies, a cherished hydroplane racing event in eastern Washington, symbolizes a generations-long tradition. Being selected as the 2018 Official Media Sponsor (alongside the rest of the I-3 Global team) was both an honor and a walk down memory lane, as I fondly recall growing up watching the races from the shoes of the Columbia River.

During several months leading up to this event and the weekend of the big race, I provided content creation and published on the organization’s social media accounts.

A collage of social media posts for Tri-City Water Follies during the 2018 Water Follies.

Goal

Boost ticket sales, engage both new and long-standing fans, and solidify the Water Follies as the year’s premier event in eastern Washington via strategic and exciting content marketing.

Approach

  • Nostalgia Meets Hype: Leveraged photos from previous races and competitors to excite the dedicated fan base while promoting ticket sales for the upcoming season.
  • Event Promotion: Highlighted lead-up events like Spring Testing and Hydroplanes on The Mall, offering fans unique opportunities to interact with teams and see hydroplanes up close.
  • On-ground Coverage: I attended the main event and related activities, capturing moments through photography and videography and using it to create social media content.
  • Content Rollout: Curated and scheduled posts across Facebook, Instagram, and Twitter. Incorporated strategic tagging and relevant hashtags to maximize reach and engagement.
  • Race Weekend Features: Promoted various facets of the race weekend, including the Air Show, sponsors, and additional attractions like helicopter rides.

Results

The campaign’s momentum led to a significant surge in engagement and a 5,000+ growth in followers. Not only did we rejuvenate the fanbase and drive ticket sales, but our team’s efforts also secured a Gold MarCom award for a standout photograph. The initiative marked the event as a rousing success with high attendance and unparalleled engagement.

What can we learn from this? Content marketing works.

Screenshot of a social media post for the Tri-City Water Follies
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