Carmichael Lynch took home a 2017 Media Plan of the Year Award in the Best Use of Branded Content/Entertainment category for our work with Jack Link’s. The specific execution awarded was the brand’s partnership with TNT’s Inside the NBA. See the summary from Adweek below:
Carmichael Lynch’s TNT Inside the NBA content marketing initiative for Jack Link’s marked a smooth evolution of the brand and its new partnership with the professional basketball league.
The timing of the initiative, which launched during the NBA playoffs, was tied to athletes’ recovery as the brand looks to “more overtly link jerky to a better way to get your protein,” explains Tom Dixon, Jack Link’s CMO.
“Inside the NBA is a cultural moment,” says agency senior partner, director of consumer engagement Neil Goodspeed, adding, “The target audience spends a lot of time there as a cool down after an intense game.”
According to Goodspeed, the content effort succeeded, in large part, because it “felt like it came from the same brief” as the previous “Working Out With Sasquatch” campaign, which was introduced last year with a spot starring the NFL’s Odell Beckham Jr. and Clay Matthews.
Dixon says that the brand used the opportunity to move on from using Sasquatch “as the butt of a joke” and instead transition “into Sasquatch being the hero and showcasing himself in a different light.”
Meanwhile, the brand itself wants to be seen in a different light, becoming more of an everyday snack for active adults. “Sports is the first foray into that transition,” Dixon explains.
That move clearly paid off as the integration generated 20.7 million impressions across TV and digital during its initial run. Thanks in part to the participation of Turner media brands Bleacher Report and Adult Swim, the social media effort also achieved 6,000 shares, 32,000 likes and 12.5 million total impressions
See the full list of 2017 Media Plan of the Year winners at Adweek.