Jack Link’s X Games Station Domination
Jack Link’s Protein Snacks took full advantage of the 2017 X Games in Minneapolis by launching a “Station Domination.” The campaign included taking over the transit station immediately outside of the event grounds with 46 out-of-home pieces, digital animations on screens, and handing out exclusive swag, such custom sneakers, skateboards, enamel pins and t-shirts. 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.
Sasquatch also took over the brand’s social channels, documenting action on the street around the games and flooding the channels with video, animations, art and other content.
The effort emphasizes the powerful protein punch that Jack Link’s jerky packs for professional athletes and professional spectators alike, while shaking things up for an audience at the fringe of the brand’s core consumers — giving them a reason to think about Jack Link’s in a new, fresh way while seizing the cultural moment of the X Games on our home turf.
See the case study here.