Godshall’s Quality Meats
Opportunity
Slice Communications was partnered with Godshall’s Quality Meats, a leading provider of turkey bacon in Telford, Pennsylvania, to help it create nationwide brand awareness. During the 2014 Winter Olympic Games in Sochi, Olympic gold medalist Sage Kotsenburg was proudly decorated with the first gold medal in Sochi. During his acceptance speech, he had a very specific request: that the Sochi medals were made from bacon. We were able to turn Kotsenburg’s request into a successful campaign.
Insight
We responded promptly by bringing the opportunity to Godshall’s and getting them to quickly create a wood smoked turkey bacon replica medal. With its 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.
We put out a press release to people who had initially referenced Sage’s gold medal tweet in the media, with other targets including reporters who were actively covering the Olympics, the marketing community, and the late night shows that Sage would be appearing on during the ongoing Olympics as his event concluded within the first few days.
Success
This story took on a life of its own, with more than 20 event-specific media hits attributed back to Slice Communications. Godshall’s achieved national exposure as 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 this opportunity originated 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.
