Reacting to trends in real-time was key to bringing Jack Link’s into the cultural spotlight -- thus, the idea to focus on celebrity “Twitter beefs” was born. This platform-specific phenomenon typically plays out publicly, and can be identified very quickly using community monitoring tools. Dozens of big Twitter “beefs” occur every year – for example, Taylor Swift’s fight with Nicki Minaj, or Drake’s with Meek Mill – and we wanted to formulate a unique way for Jack Link’s to join trending conversations and entertain people in a culturally relevant way. The Twitter beefs were an obvious fit, and in anticipation of these viral online squabbles, we came up with the idea of creating bags of “Twitter Beef Jerky” to playfully tweet out a customized response each time a “beef” erupted.

The implementation was simple; the team had created a customizable 'Twitter Beef Jerky' template. We had community monitoring tools in place to notify us of trending 'Twitter Beefs'. As beef's were identified, we'd evaluate and get client approvals for those we wanted to create content around. Once approved we'd print a custom 'Twitter Beef Jerky' label on to a Jack Link's Jerky bag, take a photo and tweet. The whole process took less than an hour from start to finish (once an appropriate trend was identified).

Jack Link’s #AzealiaBanksGotSuspendedParty Twitter Beef Tweet generated:

- Over 6,000 likes

- Over 5,000 shares

- More likes than Oreo’s “Dunk in The Dark” real-time tweet

The tweet was also re-posted across hugely popular pop-culture social media accounts including:

- Worldstar Hip Hop’s Twitter (1.6MM+ followers),

- The Shade Room’s Instagram (6.4MM+ followers)

These reposts resulted in over 26,000 additional engagements.