During the 2014 Winter Olympic Games in Sochi, Slice Communications partnered with Godshall’s Quality Meats, a leading provider of turkey bacon in Telford, Pennsylvania. When Olympic gold medalist Sage Kotsenburg was proudly decorated with the first gold medal in Sochi, we capitalized on a very specific request.
He tweeted this after he won the gold in the inaugural slopestyle snowboarding event:
Ahh I wish the Sochi medals were made out of bacon thoooo..!!
— sage kotsenburg (@sagekotsenburg) February 10, 2014
We responded promptly by bringing the opportunity to Godshall’s and getting them to quickly create a wood smoked turkey bacon replica medal. With their rapid production of the medal, we were able to “tweet” Sage and let him know his bacon medal was on the way. He then “favorited” the tweet and we started to formulate our plan of action. This is a process we call “newsjacking” – taking relevant, timely stories and turning out actionable content.
Godshall’s confirmed they would be able to execute the product-based replica medal. As a result of winning the first gold medal Sage was brought back to the United States immediately to make the media rounds.
We put out a press release to reporters who had initially referenced Sage’s gold medal tweet in the media. The secondary target were reporters who were actively covering the Olympics. Tertiary target was the marketing community and lastly the late night shows that Sage would be appearing on during the ongoing Olympic Games as his event concluded within the first few days.
This story took on a life of its own, wth more than 20 event-specific media hits attributed back to Slice Communications. The Wall Street Journal, USA Today, ABC News, Deadspin; and more picked up the story. Naturally, it was a huge hit on social media as well, as Sage originated this opportunity from a simple Tweet.
It all culminated on February 20th, 2014 when the turkey bacon medal made its “show-stopping” appearance on Conan O’Brien. Sage was surprised it made its way to L.A and naturally he took a bite to commemorate the moment.
We were able to take advantage of this unique opportunity for our client by simply listening to the media and acting on a need.