After the television airing, the entire 13-hour commercial was live-streamed online one day only. Users were driven via email, display ads and social media posts to the online video. Over 100 meat-related prizes were given out at least every 13 minutes, encouraging users to continue to watch for additional chances to win.

The campaign, by all measures, was a huge success. By launch, we had achieved national press, and during the campaign window received over 550 media posts and over 90MM unpaid media impressions. Mentions of the brand were up 94% in social media, and impressions increased 61% over the week prior. The one-day online airing generated over 364,000 unique visitors with an average viewing time of 38 minutes! And, in the end, same-store YOY sales increased 9% nationally in the four weeks after the initial airing. The proof is in the brisket.