Soaring to Success: Digital Marketing Lessons from the Big Bear Valley Eagles

by Tom Snyder on Mar 19, 2025

For years, the Friends of Big Bear Valley Eagle Live Nest Cam has quietly streamed the lives of Jackie and Shadow, a bonded pair of bald eagles who chose to make the valley their permanent home. Wildlife enthusiasts have tuned in to the 24/7/365 live stream to watch eggs laid, eaglets hatched, storms weathered, and the heartbreak of lost chicks. But this year, something changed.

Jackie laid three eggs—an incredible feat on its own—and all three hatched. As millions of viewers...old and new...watched, a brutal winter storm buried the nest under feet of snow. Viewers held their breath as Jackie, covered in snow and hunkering down against 90 mile an hour winds, refused to leave her chicks. Against all odds, she shielded them from the elements, proving once again why people are so emotionally invested in her journey. And just as the world celebrated, tragedy struck—one chick didn't survive the ordeal, leaving two chicks to continue the adventure.

The emotional rollercoaster has captivated a massive audience, drawing record-breaking global viewership. Countless TV stations have been covering it on their newscasts. The second monitors of many of us here at Trivera have been displaying the camera non stop for weeks to feed our new found fascination.

But here’s the thing: Jackie and Shadow didn’t become internet-famous overnight. Their story has been playing out on camera for years. While one viral moment brought it to a crescendo, it was the culmination of a perfect storm of elements that came together to make this year’s events impossible to ignore.

And that’s exactly where digital marketing parallels the Big Bear Eagles.

1. The Power of Authentic Storytelling

Jackie first appeared in Big Bear in 2012, originally misidentified as a male and named "Jack." After disappearing for a time, she returned as a fully mature female, paired with her first mate. Over the years, her journey has been filled with drama—failed nests, lost chicks, territorial fights, and harsh winters. None of it was manufactured or scripted. And that’s why people care.

Marketing Takeaway: Today’s consumers see through staged, overly polished content. They want brands to be real, transparent, and relatable. If you want to create a loyal audience, lean into authentic storytelling that lets people connect with your brand’s journey—struggles and all.

2. Live Content Captivates Audiences

The Friends of Big Bear Valley eagle cam isn’t just a highlight reel—it’s a 24/7 feed where anything can happen. And people can’t stop watching. The unfiltered, real-time drama of the nest has fueled massive engagement, with social media buzzing over every egg laid, storm endured, and chick hatched.

Marketing Takeaway: Live content creates urgency and investment. Whether it’s a live webinar, a behind-the-scenes look at your process, or real-time Q&A sessions, interactive content keeps people coming back and talking about your brand.

3. Community is Everything

From a small group of wildlife enthusiasts to a global following, the Big Bear Eagles now have an entire movement behind them. Social media groups dissect every nest update, viewers crowd comment sections with words of encouragement, and new fans spread the story to millions who might never have cared about bald eagles before.

Marketing Takeaway: Community-building should be at the core of your digital strategy. When people feel invested, they become your brand advocates—spreading your message, defending your reputation, and amplifying your content far beyond what paid advertising can achieve.

4. Emotional Connection Drives Loyalty

People aren’t just watching, they’re emotionally invested. When Jackie refused to leave her snow-covered chicks, viewers felt something. When the eaglets hatched, people cheered. And when one chick didn’t survive, the collective heartbreak was real.

Marketing Takeaway: Whether you’re telling your brand’s story or crafting a campaign, tap into emotion. People don’t just buy products—they buy into brands that make them feel something. Nostalgia, inspiration, even shared frustration—these are the connections that turn casual audiences into devoted customers.

5. Perseverance Pays Off

Jackie and Shadow didn’t build a global audience overnight. The Friends of Big Bear Valley eagle cam has been rolling for years—long before this record-breaking season. The reason people were watching in the first place was because of the history, the consistency, and the years of groundwork that had already been laid.

Marketing Takeaway: Digital marketing is a long game. One viral post won’t sustain your brand. The businesses that thrive are the ones that keep showing up—even when it feels like no one is paying attention.

The Global Phenomenon That Almost Didn’t Happen

So why has this year been so different? Why have millions flocked to the eagle cam now? Because every key element finally came together:

• Years of consistent storytelling gave the eagles a dedicated audience.
• Live content kept people engaged.
• A passionate community amplified the reach.
• The emotional connection deepened investment.
• And the long-term perseverance paid off in a big way.

That’s the takeaway for digital marketers. If you’re hoping for sustained engagement, viral reach, and real impact, you can’t rely on just one tactic. You need all of these elements working together. The brands that do? They’re the ones that don’t just fly—they soar.

About Tom Snyder

Tom Snyder, founder, president and CEO of Trivera, a 29-year-old strategic digital marketing firm based in suburban Milwaukee. Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations reinforce their brands by taking full advantage of digital, web and AI technology as powerful tactics.