Johnsonville debuts 'Sausage Dome' social media contest for 'Game Day'

16/01/2017

Food maker Johnsonville is launching a new content marketing campaign dubbed 'The Sausage Dome'; a show in which contestants from all around America pitch their Game Day food to six real-life Johnsonville employees.

College GameDay (branded as ESPN College GameDay built by The Home Depot for sponsorship reasons) is a pre-game show broadcast by ESPN as part of the network's coverage of college football, broadcast on Saturday mornings during the college football season.

In each of the Johnsonville online episodes, three contestants, ranging from a 13-year-old wonder chef to a familiar face (Italian Sausage Nonna Gina), give it their all for a chance to have their recipe live forever as one of Johnsonville’s official Game Day recipes.

The three winners get a year’s worth of free sausage.

The winning recipes will even be integrated into digital and print campaigns to get the word out.
The first episode of the trilogy has already launched.

The remainder of the campaign will continue to roll out throughout the next two weeks.

Campaign analysis

Marketing strategies for food brands need to maintain front of mind awareness. Meal times are an obvious content territory, however there's a challenge to find propositions that can be "always on", for those repeatable moments.

Food brands have to select mechanisms that ensure relevancy to the consumption occasion and relevancy to the brand.

"Game Day" is a good example of this, as it leads to a content territory that creates greater interest, and goes beyond the core area of recipes where every brand is already competing, brands like Johnsonville that play this right can unlock a word of mouth effect for the brand's wider growth.


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