To combine the worlds of tech and food in a bold new way, and set a new standard for cryptocurrencies across the world, Oscar Mayer created the first and only digital currency backed by the gold standard of bacon - Oscar Mayer Bacoin. Just like other cryptocurrencies, participants had full control over of how much it was worth, and through social sharing, anyone could help raise the value of Bacoin. Though the markets were volatile, and prices rose and fell, Bacoin owners always had the choice to hold steady, or "cash out" for free Oscar Mayer Bacon any time.

We kicked the Bacoin effort off on Twitter, with fictional Bacoin creator, @KeithSizzle, teasing the big launch from his own Twitter account in full Silicon Valley brash bravado. On April 30th, the Bacoin campaign officially launched with a YouTube video starring Keith Sizzle directing bacon lovers everywhere to "his" mobile-first microsite where people could take their chance at being one of the first to "invest" in the first-ever bacon-backed cryptocurrency, Bacoin. The microsite gave people the opportunity to acquire a Bacoin, track the value of it, and “cash out” at any time in exchange for something more valuable than money— free Oscar Mayer Bacon.

First Week Results

- 865MM+ total earned impressions

- Over 130,000 pageviews

- Over 20,000 registrations

- New Visitors: 86%

- Time Spent on-site: 2:42

Press Coverage

- 102 online articles

- 91 media social posts

- 5 broadcast clips

- 96% of online articles have positive/neutral sentiment

In a culture of ever-advancing technology and constant press buzz around cryptocurrency, we put Oscar Mayer Bacon at the center of the tech conversation. To bring the deliciousness of bacon beyond the plate to places it's never been, we created Bacoin, the world's first cryptocurrency backed by real bacon. We built an intuitive website where users could mine, track, and cash out their very own Bacoin. Our immersive customer journey gave owners and non-owners the ability to control the value of each Bacoin through social sharing. After cashing out, Bacoin owners were awarded coupons towards the purchase of bacon in-stores.

Our objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, we leveraged a cultural moment beyond the bacon category, even beyond the food industry. With all the heat around cryptocurrencies, we saw an opportunity to create a cryptocurrency backed by the only bacon worth its weight in gold. To drive consumer engagement connecting Oscar Mayer Bacon to bitcoin, we needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics. We created a dual PR and social program that leveraged a mobile-first microsite, relevant digital channels and media outreach to effectively reach these targets. By tapping into these highly engaged communities, we were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervor of these audiences, we were able to take our message mainstream.

Within the bacon category, Oscar Mayer is the clear leader with the #1 share of equity. Oscar Mayer is the gold standard of bacon because it’s hand-selected, naturally sugar cured and hardwood smoked. But copycats and imitators abound, stealing share because even bad bacon is still pretty good. This furthers the overriding category sentiment that bacon is bacon is bacon. Oscar Mayer needed to demonstrate our bacon’s superiority on an emotional, instinctual level. This was not a battle of the head, to be fought with functional benefits, but a battle of the heart to be won with an unconventional appeal. We uncovered a tension in the category: people may love all bacon, but not all bacon is created equal. This tension led to a clear opportunity: show once and for all, and in an unforgettable way, that Oscar Mayer Bacon is the true gold standard.