Oscar Mayer’s ‘hilarious honest old guy’ links mobile and video to build brand engagement

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Oscar Mayer’s latest app lets users create their own commercials centred around “Grandpa Frank.” This mobile video case study looks at how the Kraft brand created consumer engagement and brand loyalty through new technology. Frank fans are invited to create their own films by uploading their own mobile video footage, inserting “Frankisms”, and sharing their own web-optimised commercials under the hashtag #TransparentGrandpa until June 13. Oscar Mayer will select its favourite Frank footage to feature on the company's Facebook, Twitter, and YouTube channels. The firm is promoting the campaign via its social channels as well as through digital media buys, including mobile inventory.

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Brand: Oscar Mayer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Oscar Mayer partnered with MONTAJ, an iPhone app used for uploading and editing video content.

The campaign was a follow-up to its "What You See Is What You Get Food" television campaign, which featured the Grandpa Frank character being a little too honest for his family's liking.

Montaj is a free app that consumers can download from Apple’s App Store. To use it, consumers need to create an account that is linked to an email address or a Facebook or Google account.
Users can then find the Oscar Mayer template at the top of the page and can fill out a storyboard to create their miniature film.

“Consumers are migrating to second screens—such as tablets [and mobile devices]—to accompany their television watching experience,” says Tom Bick, senior marketing director of Oscar Mayer. “So, this was a natural way to extend the consumer connection long after they've seen the commercial on television.”

“We are in the age of sharing, where people want to show their photos [and] videos through social channels, and it's important to make that process as seamless as possible,” Bick explains.

Demir Gjokaj, CEO and co-founder of MONTAJ, says creating multi-screen experiences multiplies consumer engagement.

A consumer might interact with the branded app for 30 minutes versus viewing a 30 second TV spot; this further drives engagement by giving consumers a participatory role. He adds that this campaign particularly resonates with members of Gen-C--a generation defined by interactions rather than age.

“When you create and actively put yourself forward as creating fun, entertaining experiences, you're actually building a durable audience that you can call on again and again,” Gjokaj says.


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