Oscar Mayer • Save Bacon Hairs
When Roblox announced it was removing Bacon Hair as the default hair avatar for new players, gamers were outraged.
As America’s favorite bacon brand, we weren’t going to stand for it. So, we reacted in real time with a campaign that rallied heated gamers into challenging Roblox’s disastrous decision.
Our tactics were simple, native, and joyful ways to transform gamer’s anger into action.
We even created a Bacon Hairs Instagram filter to protest.
Our social content prompted fans to drop bacon emojis in comments as a form of petition.
And engaged gamers and streamers at TwitchCon with Bacon Hair wigs and a physical petition form.
We even staged a virtual protest inside Roblox's biggest roleplaying game - Brookhaven. Then we tallied and delivered all the petitions, along with our bacon, to Roblox to convince them to rescind their decision.
Awards
The One Club 2024 - Bronze - Brand Side Direct
The Drum Awards — Silver: Social - CPG
The Drum Awards — Silver: Social - Integrated
16th Annual Shorty Awards - Gold - Multi Platform Partnership
16th Annual Shorty Awards - Silver - Branded Content
16th Annual Shorty Awards - Bronze - Food and Bev
16th Annual Shorty Awards - Finalist in 6 categories
The Webby Awards - Honoree - Advertising Media PR