We created a hack which exploited the way Facebook's video player cropped portrait videos on a user's timeline. Once someone tapped on a timeline video to watch it fullscreen, they were rewarded with two videos that would otherwise be blank letterboxed space. We created a series of these Tap the Bacon videos including a group of people clapping for you, a guy giving you a thumbs up, and other surprising characters rewarding you for tapping the bacon. This innovative use of technology gave Little Caesars a way to put video in a place nobody had put video before.

After figuring out how and more importantly where Facebook crops it’s videos, we worked to create a series of entertaining Tap the Bacon videos. The timeline to produce them was extremely short since we wanted to jump on the unexpected success of Bacon Wrapped Deep!Deep! Dish Pizza. The videos were posted to Little Caesars’ Facebook page and then promoted to everyone who likes pizza.

Results (as of May 4, 2015)

- Total Reach: 1.2 Million

- Total Views: 395,962

- Comments: 645

- The video team at Facebook asked us how we hacked their video unit.

Press

- Creativity’s Editors Pick.

- Fast Company “Little Caesars' New Facebook And Twitter Hacks”

User Comments

- “That just made me oddly happy.” - Victoria

- “Tapped it.” -Tyra

- “This should be on adult swim.” - Dareen

- “Just because of that, I’m getting one.” - Not Jon Oliver