Social media stars featured in Brand USA campaign

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The Volkswagen bus that's part of Brand USA's "United Stories" campaign.
The Volkswagen bus that's part of Brand USA's "United Stories" campaign.

Brand USA's new "United Stories" campaign features social media influencers traveling around the United States in branded vehicles, capturing content to share on a variety of channels.

Influencers will travel with "mobile content studio" vehicles around the country, and their photos and videos will be featured on a number of platforms, including Facebook, Instagram and Brand USA's website.

Influencers are starting in South Dakota, driving a Volkswagen bus and a Chevrolet Impala. The vehicles are wrapped in designs by French artist Etienne Bardelli using iconic symbols like the U.S. flag. 

Brand USA vice president of integrated marketing Tracy Lanza said vehicles could change over the course of the campaign, throwing out examples like sailboats and motorcycles as potential future choices.

Lanza said Brand USA carefully vets influencers and works with influencer agencies that do likewise. Right now, a handful are in South Dakota for the campaign's launch, including Australian influencers Jack Morris (2.8 million Instagram followers, @doyoutravel) and Lauren Bullen (2 million Instagram followers, @gypsealust). To follow along, check out the hashtag #unitedstories on Instagram.

Eventually, Brand USA plans to create itineraries based on influencers' journeys.

The campaign has no set end date. According to Lanza, Brand USA intends it to be a "multi-year campaign."

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