We had to create enough intrigue to instigate word of mouth for the new jacket. We started with the insight that Portland's famous food trucks all have active Twitter feeds and their followers are exactly the people we wanted to reach out to. So we decided to use Koi Fusion's food trucks as our media channel and slyly promote a new 'Destroyer' burrito that was created in cooperation with Nike. The idea was irresistible. People became wildly curious and showed up at the truck to collect the big surprise - a jacket tucked inside a burrito wrapper.

The consumers were intrigued by this unusual approach to promoting sportswear and didn't hesitate to broadcast their experience through social media. There were 500 blog mentions overall, “Destroyer burrito” was consistently a Top 20 trending “sports” video on Twitter based on tweets with sports-related hashtags and fans demanded that Nike extend this promotion all over the country.