four-dots projects
four-dots projects
Sep 11|Yeti

YETI × Bon App Content Partnership

Backbone forged a long-term partnership between YETI and Bon Appétit’s Test Kitchen Manager Brad Leone, resulting in big wins on both earned and paid media channels.

CONTENT PARTNERSHIP

YETI wanted to stoke its core community of niche BBQ enthusiasts while also expanding the reach to a larger culinary audience.

To do so, Backbone partnered with Bon Appétit for YETI to sponsor the “It’s Alive” series with Brad Leone, 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.

IN FIRST 24 HOURS
#1 trending video on YouTube
IN FIRST 48 HOURS
500,00 real views
TO DATE
2.2 million views
SOCIAL PARTNERSHIP

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.

Camping episode of "It's Alive"
YETI giveaway contest on Brad Leone's Instagram
IMPRESSIONS OF YETI PLACEMENTS
More than 3.5 million
BRAD LEONE FOLLOWERS REACHED
More than 177,000
SOCIAL CONTEST LIKES
More than 16,000
SOCIAL CONTEST COMMENTS
Over 8,000

Interested in learning more?

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SERVICES

Specializing in the intersection of paid and earned media.

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TEAM

We believe growth fuels opportunities for our employees and our partners.

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We look forward to learning more. A Backbone team member will follow up with you directly.