BC and Goody’s are two headache powders marketed to blue collar workers in the south-eastern U.S. Headache powders have been around for 100 years but have become the forgotten pain relief option. So we needed to get people talking about BC and Goody’s.Our Plan: Few things get people talking like a fight. So, we started one.

It was a fight between the two brand spokesmen. We got Goody’s spokesman, hall-of-fame racer Richard “The King” Petty, into a feud with country music star Trace Adkins. They fought over which was the expert on tough pain and which headache powder offered faster relief.

The Launch: In front of their thousands of Facebook fans, Richard Petty and Trace Adkins began to exchange jabs over which one was the expert on tough pain. Then they asked their fans to settle the matter by voting at PickAPowder.com. This call to vote was complimented with messaging on the radio and in store. Engagement was Deepened. At PickAPowder.com, the fans could register to vote for Team Trace and BC or Team Richard and Goody’s. When fans voted they were connected with Richard or Trace on Facebook and were entered for chance to meet them in person. Fans were also offered additional entries for each friend they recruited. Engagement Continued. The fans were continually engaged by Richard and Trace through Facebook posts. They were invited to view videos of Richard and Trace battling it out. They were given BC and Goody’s product offers. And the engagement continues now.

The Audience is Talking. The campaign has generated more than 2.4 million unpaid interactions and impressions. Over 100 Facebook posts have been made between Richard and Trace, some of which generated over 500 audience comments. Additionally Richard and Trace’s Facebook pages–now active BC and Goody’s communication channels–have jumped from around 200,000 followers to more than 600,000.

The Press is Talking. This campaign, which cost BC and Goody’s less than half of what they spent on paid media efforts the previous year, has generated a host of press coverage across every medium from blogs to print and online magazines to national TV talk shows. A Relationship is Established. BC and Goody’s have more than just impressions to show for this effort. They’ve established ongoing two-way communications with hundreds of thousands of their most devoted users and advocates. And the rivalry continues. But more about that in next year’s Cannes entry.