Jack Link’s: National Jerky Day 2016
McCarren Park, Brooklyn; New York City, NY
Challenge
To celebrate the fifth annual National Jerky Day, Trigger(House was tasked with designing and constructing an obstacle course race in the streets of New York. This custom experience would pop up in a high-traffic location, drawing active participants and spectators while also driving local and national media coverage for the Jack Link’s Brand.
Approach
With participation and media accessibility being two key performance metrics, T(H partnered with The Northside Festival in Williamsburg, Brooklyn. This annual music, film, and innovation festival is where a 9,400 square foot activation footprint in McCarren Park became the Ultimeat Meatathon race course. Participants ran, climbed, jumped, darted, and crawled through 6 custom-fabricated obstacles—all while being timed to compete for a year’s supply of Jack Link’s Jerky.
Results
Over the span of two days, 331 participants accepted the challenge and ran the course. Some even went for second and third rounds, totaling 514 runs through the obstacles. That’s a lot of meat sweat!
