• by Larissa Faw , June 9, 2016

Oberto Beef Jerky and its creative agency Positivity are introducing a social activation campaign to celebrate National Beef Jerky Day on June 12.  

The online video shows Oberto’s CEO Tom Hernquist delivering bags of beef jerky via a drone to its roster of brand ambassador athletes, including NFL stars Rob Gronkowski and Richard Sherman, MLB all-star Hunter Pence and action sports star Travis Pastrana. 

The clip shows the drone dropping a package while the Gronk gardens, Pence gives up catching a fly ball to follow the jerky drone and Sherman receives his package while lounging on a float in his pool. It ends with Hernquist encouraging viewers to follow the brand on Twitter or Instagram.   

See the full video here. 

This video underscores Oberto's shift to focus on a cohesive digital marketing strategy, instead of using more traditional channels, such as last year's Tough Mudder sponsorship and its heavy presence during March Madness.  

This pivot is paying off in terms of metrics, says the company. Oberto has a 97% engagement rate on Twitter. On Facebook, the brand dominates the beef jerky conversation with 77.5% of people talking about the brand.  

Since the beginning of 2016, Oberto’s Facebook following has grown by 26%; Twitter has jumped 417%, and Instagram has increased by 95%. During the same period, according to Nielsen Data, Oberto sales in grocery stores have increased 27% and sales in  convenience outlets have grown 35%.