Brand: BBQ Addicts

Agency: None

Sample coverage: The New York Times, Akron Beacon Journal, Toronto Star

Campaign: After receiving a Twitter challenge to do something with bacon, BBQ fanatics Jason Day and Aaron Chronister set about creating the now infamous Bacon Explosion. But what began as a recipe disseminated through their website, BBQAddicts.com, and a few tweets, grew into a full-blown media frenzy, aided in part by America's obsession with outrageous Super Bowl snacks. The campaign helped drive traffic to the duo's blog, which has helped Chronister and Day turn their passion for BBQ into a full-time job.

What set it apart: There are a lot of crazy, pork-filled recipes floating around the internet, but according to Chronister, the Bacon Explosion took off because of three critical factors.

The first factor, Chronister says, was timing. With a launch date so close to the Super Bowl, BBQ Addicts gave legions of foodie football fans an exciting new dish to bring to their halftime party.

The second factor, according to Chronister, was the name, which even he admits is a little over the top. But, he says, one can't deny the power of an over-the-top name when it comes to grabbing the attention of an internet audience.

But the third factor -- which one could easily define as guilty-pleasure syndrome -- is what made Bacon Explosion, well, explode. "In reality, the recipe is very good (in moderation, of course)," Chronister says. "People were thinking, 'Who on Earth would eat that?' But in reality, they actually wanted one."

In other words, Bacon Explosion offered the shock value of something absurd, but behind the unusual recipe was a dish many people secretly wanted to try. That combination offered a kind of one-two punch, enabling BBQ Addicts to lead with a zany concept while delivering something of substance.

Advice: To push the campaign, BBQ Addicts relied heavily on social networking tools like Twitter and Facebook. But, according to Chronister, many brands often misuse those platforms.

"Many companies haven't embraced the real nature of social networking and are hesitant due to fear of backlash," Chronister explains. "What they need to understand is any feedback at all is good, even negative responses. It's an instant survey and one of the fastest ways to improve whatever it is they're offering. All markets consist of human beings who like to be involved, and many times companies are pushing too much of a corporate message instead of a human message. They need to stop being afraid of their customers and start building relationships."

In BBQ Addicts' case, that relationship led to a conversation, which turned into a challenge, which in turn became a recipe that put the blog on the map.