Probability was tasked with building awareness for the KRAVE Jerky brand, and it’s slogan ‘KRAVE Better’. We developed a contest in which the prize would leverage the KRAVE brand spokespeople - personal trainer Jillian Michaels, pro football player Vernon Davis and Olympic runner Meb Keflezighi. Contestants were asked to submit a photo or video of how they “KRAVE Better” and which spokesperson they would want to have a personal experience with. Entries were accepted on a contest website, as well as on Twitter and Instagram using the hashtag #KRAVEBetterContest. Three winners received a unique experience with the spokesperson included in their entry.