four-dots projects
Jul 15|Yeti

A Content Partnership with YETI

Backbone partnered with Bon Appétit to sponsor an episode of the “It’s Alive” series with Brad Leone, the test kitchen manager. YETI had one fully integrated episode and brought in Rodney Scott, a pit master in South Carolina and friend of YETI, to BBQ a full pig. The episode launched mid-day on May 21.


Backbone’s PR team built off the success of the YETI/Bon Appétit content partnership and partnered with Brad Leone in 2017 for the Camping Edition of his “It’s Alive” series, featuring authentically placed YETI product. With Brad’s charismatic personality, his highly engaging content and his reach within—and beyond—Bon Appétit’s audience, product integration made perfect sense for YETI’s PR efforts.


In the first 24 hours
#1 trending on YouTube
In the first 24 hours
500,000 views on YouTube
Total lifetime earned media exposure
1.7 million views
Product placement of the YETI Tundra
3.5 million impressions
up next
Growing Revenue for SITKA

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