[Case Study] WWD & Sons Agency Livestream the Avett Brothers “Legendary Giveback” Concert

When regional cherry soda brand Cheerwine launched their “Legendary Giveback” charity initiative, they tapped boutique agency Woods Witt Dealy & Sons to promote the flagship concert. But WWD & Sons faced a common challenge: how to increase the visibility of a regional brand to a global audience. For this agency Livestream was the perfect solution to meet their client’s needs.

True to their Southern roots, the “Legendary Giveback” featured indie country stars the Avett Brothers. “Cheerwine wanted to give back to their community,” said WWD & Sons Partner/Creative Director Harry Woods. “These are all things that the [WWD & Sons] family and the brand really believe in.”

“At an agency, our bread and butter is the creative idea,” said Phyllis Dealy, Partner/Director of Account Servies WWD & Sons. “The difference today is you can still reach out to someone like Livestream on the technology side to help take that idea and make it even bigger.”

Livestream’s Production Team provided on-site production and encoding, broadcasting the show to 12,000 fans across 17 countries. “We partnered with Livestream very early on,” added Dealy. “They were great in helping us understand how to scale the event.” Livestream built Cheerwine a custom Facebook app, and over 100,000 fans tuned in on Cheerwine’s Facebook page.

Account supervisor Paolo Sarno had his hands full on the day of the event. With Livestream’s Production Team handling the technical aspects of the live event, Sarno could focus on the task at hand. “The day of the concert, I have to worry about clients, VIPs, the band, making people happy,” he said, adding: “I didn’t have to worry about the details of the concert. Livestream had it all covered.”