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Jack Link’s Invites Fans to Trick or Treat its Sasquatch Mascot

  |  October 31, 2013   |  Comments

The Halloween campaign asks fans and followers to tell the beef jerky brand how they would #tricksasquatch or #treatsasquatch.

Beef jerky is not a treat typically associated with Halloween, but jerky brand Jack Link's wants to change that this year.

According to Jack Link's, its Sasquatch mascot has found WiFi in the forest and has taken to Facebook and Twitter to respond to fans tricking or treating him this Halloween.

From October 27 to 31, fans and followers who respond to Jack Link's Facebook and Twitter posts asking, "If @MeSasquatch came to your house, would you #tricksasquatch or #treatsasquatch?" may receive a personalized photo or video response. How Sasquatch responds depends on the feedback he gets from his fans and followers, Jack Link's adds.

In addition to these queries, a rep says Jack Link's is monitoring brand and topical keywords including hashtags like #jacklinks, #sasquatch and #messinwithsasquatch.

"We are also searching for people using #trickortreat or #halloween and validating relevance based on their copy beyond the keyword. It's a surprise and delight interaction," the rep adds.

As of October 30, Jack Link's has received about 1,500 messages, the rep says. 

"We are 70 percent treats to 30 percent tricks. People seem to think that poor ol' Sasquatch has had enough tricks," the rep adds.

Per a rough count of Twitter hashtags on October 30, #treatsasquatch had about 290 mentions to #tricksasquatch's 250. However, many of these mentions come from @JackLinks itself, which is specifically targeting Twitter users with its query.

Consumer responses include, "I'd #treatsasquatch to a nice mud bath #spaday," "I would #treatsasquatch to some steak or something," "I would say, ‘Wait, let me get a pic!' :-) #tricksasquatch," and "I walk on the wild side. I would definitely #tricksasquatch."

Sasquatch has posted about 100 responses as of October 30, with some repeats. Sasquatch responses to #tricksasquatch include the user's Twitter profile photo in his fist and some responses to #treatsasquatch include Sasquatch cuddling with the Twitter user's profile photo.

A select few - or about 12 users - have received video responses.

"If Halloween doesn't say ‘Feed Your Wild Side,' I don't know what does," said Kevin Papacek, director of marketing at Jack Link's, in a prepared statement. "We love Halloween and our fans love Halloween, which is why we have created an engaging and delightful experience for fans that embodies the Halloween spirit."

This Halloween campaign was created by digital agency space150 and is supported by email, promoted Facebook posts and a jumbotron ad during the Minnesota Wild Game at Xcel Energy Center in St. Paul, Minn. on October 28, the brand says.

According to the rep, the campaign's target audience is "snackers with a desire to feed their wild side," which skews male, 18 to 35.

Jack Link's has 1.2 million Facebook likes. An October 27 post about the initiative received 2,000 likes.

@JackLinks itself has 2,300 followers, but the Sasquatch's @MeSasquatch handle has 11,000.

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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