"Great American Bacon Barter"
Oscar Mayer · The Social-First Era · ~2005 -- 2015
In September, 2012, we sent a guy from New York to LA with no cash and no credit cards—just a refrigerated trailer full of Oscar Mayer's new Butcher Thick Cut bacon to barter for everything he needed along the way: gas, hotels, food, everything.
The result was a real-time, social media-powered journey across the states, where digital techniques harnessed real-world bacon passion to make Oscar Mayer the most talked about bacon brand in America.
Big Fuel, then 360i, during the years social-first creative went from experiment to proven model. Oscar Mayer, Oreo, NOLA. Multiple Cannes Lions. The era that proved branded content could be culturally relevant, not just brand-safe.