How’s about a hunk of bacon for that?
That's the question asked by a man traveling across the country
September 13, 2012
In the expression “bringing home the bacon,” the bacon stands for money.
But can actual bacon be used as a stand-in for money to fuel a trip across country?
Oscar Mayer wants to find out.
The lunch meat company is sponsoring one man’s attempt to travel from New York to Los Angeles without money and with a trailer full of a ton and a half of bacon as his only bartering tool.
It’s set up a web site, a YouTube channel and a Twitter account to follow actor and comedian Josh Sankey’s adventures as he attempts to trade bacon for basic necessities like gas, lodging and non-bacon food, though obviously he can always chow down on his currency.
The amusing alternative media stunt is the brainchild of Dentsu’s 360i, Oscar Mayer’s digital agency.
Oscar Mayer wanted a creative but not expensive way to promote Butcher Thick Cut bacon, a new product that costs a bit more than its traditional, thinner bacon products.
The company felt a stunt that went beyond traditional media approaches such as TV and radio ads would help the thick cut bacon stand out better.
Hence the BaconBarter adventure was hatched.
The rules are simple.
Sankey is not allowed to use cash or credit cards on his journey, which includes pre-arranged stopovers in Louisville, Ky., Chicago and Council Bluffs, Iowa.
He offers to exchange packets of bacon for whatever strikes his fancy. So far he’s bartered for a T-shirt, some Civil War memorabilia, deer meat and an invitation to a wedding in the Hamptons.
Using Twitter, Facebook and email, Sankey communicates his location and where he’s headed, inviting people to hit him up with proposed deals.
He aims to distribute his more than 3,000 packs of bacon by the time he reaches Los Angeles near the end of the month.
The web site is keeping a running tally of how many packs he has left.
The stunt works because it’s a smart way to merge the power of social media with a real adventure. Sankey’s cross-country journey is almost like a reality show, with unexpected stops and starts, colorful characters and crazy challenges.
By channeling all that into social media, Oscar Mayer is getting people invested not only in Sankey’s story but also in its product.
So far it looks like a success. The campaign generated a story in The New York Times on Monday, prompting lots of Twitter chatter.
The BaconBarter Twitter account has more than 2,000 followers, and Oscar Mayer is featuring the campaign on its Facebook page, which has more than 730,000 fans.
So, what’s your outlook for this year’s upfront?
A case of mistaken identity for Periscope the agency
Oxygen upfront: More original programming
Bravo upfront: Embracing another scripted series
Thousands raised for buyer who lost home in explosion
‘A.D.: The Bible Continues,’ a stretch
‘Walking Dead’ lumbers off with a record
NBC gets a lift from iHeart Radio awards
Programming blog: Latest pickups and cancellations
‘The Daily Show’ finds its new host
This week’s top movies, songs and books
New heights for college basketball
Automotive sales hit a speed bump
- Bob Dashtizad becomes senior director of digital at Hawthorne Direct
- Phil Chin becomes marketing and partnerships director at Williams Helde
- Kinsey Wilson rises to EVP at The New York Times
- Tommy Page becomes SVP of brand partnerships at Cumulus Media
- Brian Leonard rises to VP of programming at Travel Channel
- Reny Diaz becomes VP of insights at NBCU Hispanic Enterprises
- Christopher Salmanpour becomes director of EMEA sales at Tapjoy
- Tanzina Vega becomes digital correspondent at CNN Politics
- Maisie Williams guesting on BBC America's 'Doctor Who'
- Ludacris and Chrissy Teigen hosting ABC's Billboard Music Awards
- Cameron and Tyler Winklevoss guesting on HBO's 'Silicon Valley'
This week’s top movies, songs and books
This week’s daypart ratings
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s younger viewer ratings
Media planner/buyer job in Raleigh
Temp media buyer wanted in Hollywood
Media planner/buyer position in Columbia, SC
Media planner/buyer job in Summit, NJ
Job opening: Next president of TAB