ALEX NYGAARD
Content strategy & multimedia storytelling for brands, their products, and the customers who love them.
Zac Brown's Southern Grind x Experticity
We created a whole new type of experience to engage Experts with Zac Brown’s Southern Grind.
The brand is founded by a country superstar with deep roots in the outdoor lifestyle and a commitment to using his celebrity to give back.
We decided to give the Southern Grind story a soundtrack – a mix of recognizable Zac Brown hits and voiceover that gives outsiders a tour of the mill where Southern Grind products are created and a seat around the campfire at Camp Southern Ground.
This audio experience was the first of its kind on Experticity, The soundtrack hooked users while the voiceover and interactive copy educated them. By the end of the experience we wanted retailers to know: With Southern Grind, they’re not just selling a knife, but a way of life.
See a truncated example of the Southern Grind experience on Experticity below.
