How do you turn fans into superfans who create even more fans? Give them a leader: a Brattender. Create a hilarious series of videos for them to like and share. And embed those videos with promotional messages about “like-gated” contests to win Big Green Eggs. To win, they had to share stories like “What’s the worst meal someone ever brought to your cookout?” Content was created. Hilarity ensued. Sharing, too: Total views of the Brattender campaign soared past 1.5 million and Johnsonville’s Facebook community grew by more than 140,000.