Sharing with you our first work for Reebok. Under the premise, who doesn’t love bacon, Venables Bell & Partners is launching a new consumer engagement initiative for Reebok to celebrate the 2014 Reebok CrossFit Games, which kick off on July 23 in Carson, CA. This marks VB&P's first effort for Reebok since winning the global business in March.
For many in the CrossFit community, who follow a Paleolithic (“Paleo”) diet, Bacon is one of the most beloved (and consumed) treats. In fact, some are so in love with the salty snack that they don’t stop at just eating it - they talk about it, take pictures of it, and create memes about it. To engage with the CrossFit community, including those competing at the Games and those cheering them on in the stands, in a unique and fun way, Reebok is celebrating this love of bacon by delivering “Reebok Bacon” to the community.
In sticking with Paleo recommendations, “Reebok Bacon” is uncured and contains no nitrates, preservatives, msg or sweeteners. Packaging in dry ice will keep the bacon refrigerated until recipients throw it in the skillet.
Beyond sending packages directly to athletes and others in the community, Reebok will have a physical presence at the 2014 Reebok CrossFit Games with its very own Reebok Bacon Box—a food truck handing out bacon-based menu items to CrossFit Games attendees. There will even be a secret menu that Reebok pushes out each day of the Games on its social networks. When attendees order the secret menu item, they’ll receive a special prize that they can redeem on site.
Independent San Francisco advertising agency Venables Bell & Partners designed the idea and influencer strategy, with more bacon-themed events planned to surprise athletes over the weekend.
Learn more here and get involved by tweeting #ReebokBacon.
See credits below and more images here.