X-TREME LOOK FOR THE JACK LINK’S BRAND
“Feed Your Wild Side” Takes Over the Light Rail Station Outside Extreme Sporting Event in Minneapolis
Jack Link’s Protein Snacks is taking full advantage of the X Games coming to Minneapolis this week through a guerilla campaign that includes taking over the light rail station immediately outside of U.S. Bank Stadium – home to the extreme sports event. The work features a bold take on the brand’s look, making their long-running “Feed Your Wild Side” positioning relevant in a new way for extreme sports fans in town.
“Jack Link’s jerky is providing powerful protein fuel for pro athletes and pro spectators alike this weekend,” said Jack Link’s Chief Marketing Officer T.D. Dixon, “I can’t think of a crowd who reveres the Wild Side more than action sports athletes and their fans. We wanted to show up in a way that connected with an audience that knows and loves the brand in a way that felt germane to them. Plus it’s a great excuse for Sasquatch to show off his new skate-log.”
The effort, created with agency of record Carmichael Lynch, includes a series of 46 out-of-home pieces accompanied by digital animation on the stations’ screens and guerilla marketing efforts utilizing exclusive swag, including custom Vans sneakers, skateboards, enamel pins and t-shirts.
The work also includes a series of skate-style social videos of a skateboarding Sasquatch exhibiting mongo-footed malarkey at bowls, benches, handrails and halfpipes around the city.
“We wanted to make something that played with the ridiculous fun of Sasquatch and the 0 to 100 experience of the X Games,” said Carmichael Lynch Design Director Milton Un. “ The X Games and Sasquatch share an outsider DNA. We tapped into that making things that share a visual language rooted in individuality, fun and an IDGAF attitude."
Once the X Games start, Sasquatch will take over the brand’s social channels, documenting action on the streets around the games and flooding the channels with video, animations, art and other content consistent with the Station Domination look and feel.
Further, Jack Link’s and experiential partner SVK teamed with local skate shops to turn the iconic Minneapolis venue, the Cabooze, into a gathering place for X Games enthusiasts to convene and sample protein-packed Jack Link’s jerky. They’re also hosting athletes and sampling around the games.
Agency partner CSM also developed partnerships with a number of well-known extreme athletes like Alec Majerus, Bucky Lasek, Ryan Decenzo for events as well as YouTube faves Scotty Cranmer and Big Boy. Jack Link's is also a sponsor of up and comers Nicole Hause and Nick Bruce.
JACK LINK’S®– Feed Your Wild Side® Jack Link’s is a global leader in protein snacks and the No. 1 meat snack manufacturer worldwide. Headquartered in Minong, Wis., Jack Link’s is a family-owned company that represents a heritage of quality and consumer trust, with the mission to Feed Your Wild Side. Jack Link’s offers more than 100 premium protein snacks in a variety of flavors, sizes and price points, appealing to nearly every consumer and occasion. Check out jacklinks.com for more information on the brand.
CARMICHAEL LYNCH Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit www.carmichaellynch.com. ####