Venables Bell & Partners of San Francisco devised a clever consumer engagement initiative to celebrate the 2014 Reebok CrossFit Games that rewarded CrossFit athletes’ love of the Paleo diet* – bacon in particular. Venables Bell & Partners Reebok Bacon is branded bacon in beautiful packaging coupled with a mobile truck full of bacon-laced yummies and the use of social media made for one smokin’ promotion.
Venables Bell & Partners Reebok Bacon
Reebok branded bacon, in a nicely designed box complete with manifesto and proclaiming “We Believe In Bacon,” was delivered straight to athletes’ and fans’ homes in the community. Seventy-four bacon boxes, packed in dry ice, were distributed before the games began ( they ran from July 22- July 27). The frozen bacon was shipped overnight in a 24-hour window making it FDA compliant.
The Reebok Bacon Package Design:
The Food Truck:
The ‘Bacon Box’, a bacon-based food truck, made appearances at the CrossFit Games, outside gyms and other locales. After being posted up in Carson, the Bacon Box Trucks did a tour of LA, alerting consumers with tweets and posts.
On the menu were the Bacon Ball Trio: Bacon Wrapped Dates, Bacon-Wrapped Carne Asada and Bacon-Wrapped Stuffed Pepperoncini; Bacon Wrapped Porkbelly, Avocado Bacon Ceviche and Deep Fried Bacon Wrapped Hard-Boiled Egg.
photos of the Bacon Box in action in Los Angeles, courtesy of twitter #ReebokBacon
Using Social Media and their site to spread the word, Reebok continually posted about Reebok Bacon on Facebook and Twitter using #ReebokBacon to disclose “secret menu” items. Those who ordered the special item at the Bacon Box received a “You Had Me at Bacon” card they could redeem for a special prize at the Baconcierge.
Reebok has also produced the video below (running on their youtube channel) featuring athlete Austin Malleolo, who is seen cooking sizzling slices of bacon.
You can learn more about this project in this interview with Will McGinness on the Fast Company site. A special thanks to Fast Company for some of the information and images. Thanks to Reebok for all other images and information.
To get involved in the bacon revolution, tweet #ReebokBacon
* A diet based on eating only what our Paleolithic ancestors ate. Grains, dairy, legumes, refined sugars, and excessive salt are out; fruit, veggies and meat are in. Including bacon (unprocessed, low sodium bacon, that is), making bacon within Paleo circles something of a cherished treat.
Brand: Crossfit Community Activation
Agency: Venables Bell & Partners
Executive Creative Directors: Paul Venables, Will McGinness
Creative Director: Erich Pfeifer
Associate Creative Director: Eric Boyd
Design Director: Cris Logan
Lead Designer: Michael Sison
Art Director: Byron Del Rosario
Copywriter: Meredith Karr
Designer: Jarrett Carr
Interactive Designer: Jarrett Carr
Head of Strategy: Michael Davidson
Communications Strategy Director: Beatrice Liang
Brand Strategist: Jake Bayham
Technical Director: Lucas Shuman
Production House: Freestyle MKTG, MKTG
Director of Integrated Production: Craig Allen
Director of Interactive Production: Manjula Nadkarni
Experiential Producer: Natalie Stone
Production Coordinator: Megan Wasserman
Digital Producer: Ashley Smith
Account Manager: Ashton Atlas
Project Managers: Daniela Contreras, Shannon Duncan