In September, 2012, we sent a guy from New York to LA with no cash and no credit cards—just a refrigerated trailer full of Oscar Mayer's new Butcher Thick Cut bacon to barter for everything he needed along the way: gas, hotels, food, everything.

The result was a real-time, social media-powered journey across the states, where digital techniques harnessed real-world bacon passion to make Oscar Mayer the most talked about bacon brand in America.