As a sponsor of Luke Bryan’s 2023 Farm Tour, Elevation was tasked with developing social content to extend the reach of the partnership. But we saw an even bigger opportunity to create an engaging brand experience. Knowing that nothing tastes better than Farmland bacon, Elevation created Bacon Bait—a limited edition, hand-crafted bacon lure designed to help anglers attract the attention of big fish (and fellow bacon lovers too). The limited-edition lure was presented to Luke Bryan at the tour and fans were given the opportunity to win lures via an Instagram giveaway. In just one week, the promotion reached nearly half a million users organically, with more than 45,000 fans engaging with the post–and with Farmland–for a chance to win. Our team oversaw every aspect of the promotion from the production of the lures and packaging design to the social partnership and fulfillment. What started as a simple content assignment became a viral moment that captured fans’ attention, amplified mental availability, and delivered engagement far beyond expectations, all with a creative idea that reinforced the Farmland brand platform. In fact, the Bacon Bait promotion was ultimately recognized with a MUSE Creative Award as a standout brand activation.
