CLIENT:

Jack Link's

PROJECT:

Meat Rushmore

LOCATION:

New York

CHALLENGE:

Drive media impressions with a head-turning, Jack Link’s owned spectacle on the streets of New York in celebration of National Jerky Day.

APPROACH:

Design and fabricate a beef jerky replica of famous US monument, Mt Rushmore, and place it on display in a high traffic location. On National Jerky Day 2014, Meatrushmore magically appeared in Columbus Circle overnight. The photo-worthy meat monument was made with nearly one ton of Jack Link’s Beef Jerky standing 13 feet tall and 17 feet wide. Throughout the day,  passersby were encouraged to sample Jack Link’s Jerky and post photos of the phenomenon on their social media sites using #MEATRUSHMORE to enter a sweepstakes.

RESULTS:

Over 20,000 samples were distributed to the 40,000 consumers who passed the sculpture. The PR stunt, paired with a teaser video, accumulated a total of over 267 Million impressions.