Curate an experiential social event in Portland, Oregon that reaches the local millennial community with an extended reach to other Farmer John markets in California and Arizona via social content and engagements. Establish brand affinity among local Portland artists, students and influencers that also creates awareness for new and existing FARMER JOHN® Bacon and Fresh Pork products.
DE created an all-inclusive bacon themed experience for Portland locals, students, artists and influencers to test the Farmer John product with new recipes while enjoying live entertainment and sharing their experience on social with the hashtags #TheBaconParty and #TheBaconPartyPDX. This event supported the launch of FARMER JOHN® All-Natural Bacon and notable products from the brand including Classic Bacon, Maple Bacon and Fresh Pork.
The event was activated with three tiers: Pre-promotion, live coverage and post-promotion.
Pre-promotion included influencer recipes that were shared on Instagram via Influencers, @thebaconparty and @farmerjohnla. A giveaway for free event tickets open to the public ran @thebaconparty that included an all-inclusive bacon everything experience.
Live coverage included Facebook Live, Instagram, Instagram Stories and Snapchat. Facebook Live covered a local chalk artist with life size camping chalk art featuring call-outs of each bacon product – ex: "All-Natural Bacon" floating above the camp fire. Instagram Stories and Snapchat covered event highlights including non-stop bacon dishes, guests, DJ, live band and bacon décor including bacon roses, bacon projections and GIF art by a local college student. During the event, a giveaway for free bacon ran on Instagram that was open to all Farmer John markets where products are sold.
Post-promotion included influencers sharing their favorite recipes from the event menu and a Bacon Party swag bag giveaway that include FARMER JOHN® Bacon Bucks, artist t-shirts and Farmer John and The Bacon Party branded swag.
The Bacon Party Portland edition reached 1.5 Million impressions. The brand gained over 31k engagements on social with an increase of 4k followers on the @thebaconparty Instagram. DE established relationships with local artists and influencers that we continue to engage and work with on behalf of Farmer John. The successful execution and activation of this event has led to another Bacon Party in San Francisco with plans to take the event on tour to other Farmer John markets.