Hormel Sizzles with a Bacon-Themed Burlesque Show - Event Marketer

Hormel Sizzles with a Bacon-Themed Burlesque Show

2016_Ex_EX_ProductionB2C_Hormel
Brand: HORMEL
Agency: BBDO SERINO COYNE
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2016

Black Label bacon got the Las Vegas Strip sizzling last fall with the launch of the world’s first-ever bacon-themed burlesque show at Marquee at the Cosmopolitan. Imitating a vintage cabaret experience, the brand turned its four newest flavors of bacon—Cherrywood, Jalapeño, Brown Sugar and Pecanwood—into burlesque stars, bringing each to life with original music, choreography and costuming that rivaled Broadway’s biggest shows. Dubbed The Black Label Bacon Strip Show, the event was eaten up by live entertainment outlets, ultimately earning 433 million media impressions.

Black Label joined forces with Broadway advertising agency Serino/Coyne and BBDO to create a fully immersive, multisensory experience driven by a curated team of 40 artists and designers from Broadway. The crew helped shine a spotlight on each bacon flavor through flamboyant costumes that represented each of their respective personalities: Jalapeño wore a fiery tasseled tube dress; Brown Sugar performed from inside a seven-foot tall popcorn bucket, wearing a popcorn bouffant wig and bacon skirt; Cherrywood donned a regal gown, bodice and cherry blossom headdress; and Pecanwood sported a snug bacon bodysuit.

On the evening of the one-night, sold-out event, bacon aficionados, Broadway fans and the press enjoyed the bacon-infused experience from start to finish. As attendees stepped off the elevator, servers were waiting with indulgent treats including Jalapeño Bacon Margaritas, mini buckets of Brown Sugar Bacon popcorn and the unmistakable sound and smell of pan-fried bacon. Nearby, bartenders whipped up cocktails featuring the new flavors, serving up Pecanwood Bacon Negronis, Brown Sugar Bacon Bloody Marys and Cherrywood Bacon Old Fashioneds. And in a surprise and delight twist, elevator attendants later revealed themselves as cast members with a lively frying pan-themed performance.

The venue itself was transformed (in a cool 12 hours) from one of Vegas’s hottest nightclubs into a classic cabaret lounge. The space featured a custom stage draped in velvet, while a three-story high video wall displayed a 40-foot digital curtain that showcased custom content including cherry blossom forests, ’60s-inspired psychedelic jalapeño pinwheels and vintage movie clips.

The main event featured performances by indie duo The Bengsons, who sang original tunes, accompanied by footage from the video wall, for each of the four bacon acts. Meanwhile, an assortment of Las Vegas variety acts was interspersed throughout the space, immersing attendees in a full 360-degree experience. And, following a few tricks performed by a magician who is also a certified Master of Bacon (yep, that’s a thing), a notable aerialist entertained guests high above the cabaret tables. To top it all off, the show was live-streamed on the largest billboard on the Vegas Strip and viewed in over 30 countries worldwide.

And that’s how you bring home the bacon.

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