Wake up and smell the billowing bacon, baby, because Hormel Foods is bringing the Cherrywood goods with a one of a kind immersive experience that lets you explore, salivate and then purchase one of God’s greatest creations in virtual reality.
Hormel is turning up the sizzle with “The Black Market,” a multi-sensory activation that’s being billed as the first mobile VR shopping experience available to consumers via a smart phone that does not require using an application or headset.
Yes, you read that right. Bacon is so deceptively dynamic that it can even carry its weight in virtual e-commerce.
Designed to promote Hormel’s Black Label brand, bacon lovers from Bali to the Bay Area can explore “The Black Market” campaign in four different worlds. Each experience—dark woods, volcano, salty sea and the darkness of outer space—allows consumers to unlock and purchase select varieties in VR. Custom bacon-scented Google Cardboard glasses are also available, at no cost, on “The Black Market.” What a time to be alive.
With brands having more platforms than ever to wow consumers with, VR has become a growing trend.
VR elicits a 27 percent higher emotional engagement than in a 2D environment and 17 higher emotional engagement than a 360-degree video on a flat screen, according to a YuMe study released Wednesday.
Vice president of marketing, Steve Venenga, who’s been with Hormel Foods for 20 years and is responsible for managing all brand-building marketing activities, including the associated marketing budget and new product development activities, joined [a]listdaily to discuss how the bacon-infused campaign is designed to break the mold in marketing.
What is the Hormel’s goal with this activation?
With ‘The Black Market,’ we wanted to push bacon forward in an innovative way, because innovation has been a key component to our growth and it’s how we keep consumers and our customers engaged and excited. VR is the natural next step in our mission to push bacon forward because it’s the new frontier of communication and e-commerce. However, we also wanted the opportunity to connect with consumers and our customers like never before while also giving them the ease and convenience of another way to purchase our products.
As a major bacon maker, why are you trying to raise the bar in premium mobile experiences? How does this tie-in to your overall social strategy?
As a brand, we always aim to deliver innovative products and experiences, including mobile experiences, to consumers and our customers, because it’s what is expected of us as a brand. Because mobile technology is constantly changing, it represents a lot of opportunity for innovation and growth and allows us to connect with our key audiences in new ways.
How does “The Black Market” experience complement “We’re always the new black” campaign? What’s the story you’re trying to tell here?
‘We’re always the new black’ is about celebrating innovation and how it’s been a key component to our success as a brand. We’ve used it to differentiate ourselves as industry leaders and keep our audiences engaged and excited for over 100 years. We are responsible for groundbreaking bacon innovations including the invention of Canadian Bacon in America, powering an epic motorcycle trip on bacon grease and launching the International Bacon Film Festival. Because ‘The Black Market’ is truly a one-of-a-kind mobile VR bacon shopping experience, it’s the perfect innovation to start a new chapter in our brand’s story.
You also partnered with comedian and Reggie Watts, who’s long been at the forefront of VR for the musical creation “The Reggie Watts Bacon Experience.” How important is it to work with social influencers to get the right brand message across?
Working with social influencers is important because it adds value to brand messages and also helps messages reach a larger audience; however, influencers have to be a great fit for the brand. Reggie Watts was perfect for us because he’s an innovator, just like us, who experiments and takes risks to create pioneering innovations in technology, music and more.
What is Hormel looking to accomplish in VR e-commerce space? What kind of doors does the virtual marketplace open for food brands and retailers alike?
With ‘The Black Market,’ we wanted to use VR as an opportunity to connect with consumers and our customers like never before, while also giving them the ease and convenience of another way to purchase our products. Aside from that, because ‘The Black Market’ is so unique, it’s another way for us to keep our audiences excited and engaged. Over time, as advancements are made in virtual reality, we would not be surprised to see other brands and retailers use it as part of their strategy.
Why is it critical for brands to implement immersive VR experiences in their current marketing campaigns? Is there something specific you learned while doing yours?
The value of VR is that it provides an opportunity for brands to engage with consumers and their customers in an engaging and exciting new way. VR is also customizable, so it allows brands to create custom experiences that are unique to them. With ‘The Black Market,’ we love that we were able to create a VR experience that reflects who we are as a brand, while also adding value for mobile consumers and customers.
Why has bacon become such a hot commodity within marketing circles?
We believe in the ‘bacon craze,’ and we strive to create it, not follow it, because bacon is who we are. First, bacon is incredibly delicious and it smells fantastic, so how could anyone pass that up? Bacon is also versatile and can exist in many different forms, flavors and textures. With bacon, the possibilities are endless. How could anyone stop loving it?
Follow Manouk Akopyan on Twitter @Manouk_Akopyan
