September, 2016

Quaker's Month-Long 'Oatober' Campaign Includes 31 Different Oat Recipes

Even oatmeal is going digital. To show that Quaker's oats are used to make more than just oatmeal, the PepsiCo.-owned brand is launching a campaign this weekend as part of a month-long effort the brand is dubbing 'Oatober.'

Starting tomorrow, Quaker will start pumping out Facebook, Instagram and Pinterest posts with oat recipes, including muffins, cookies and oatmeal. Then on Sunday, Quaker is running its first Instagram Marquee—the social app's year-old takeover ads that let brands hit large audiences in a short period of time.

There is also a Tumblr and webpage launching this weekend and a series of sponsored videos with food publisher Tastemade that will roll out on Snapchat, Facebook and Pinterest later this month. All told, Quaker's campaign will include 31 different recipes for the month of October.

"Oatober is a digitally-focused campaign because the digital and social space is where people connect with food and share their experiences," said Becky Frankiewicz, svp and gm of Quaker Foods North America. "Food trends online have inspired some of our marketing campaigns, such as overnight oats. You can also find many oat-based recipes on"

The campaign also includes a big media buy with The New York Times. On Sunday, the brand will run a full-page ad in the newspaper and start an online campaign within the cooking section of the site.

Source: Advertising

Walmart Picks Haworth to Run Its $650 Million U.S. Media Account

Retail giant Walmart has chosen Haworth Marketing + Media of Minneapolis as its new U.S. media agency of record, according to sources with direct knowledge of the matter.

This is the latest in a series of agency changes for Walmart, which is consistently one of American's largest single advertisers but has cut its marketing budget in recent years.

In February, the Bentonville, Ark.,-based company dropped Publicis Groupe's MediaVest after more than eight years and assigned its American media buying duties to WPP's GroupM. Publicis effectively made up for the loss in July when Walmart ended its nearly decade-long relationship with The Martin Agency to consolidate the creative portion of its advertising business with a dedicated unit that will consist of assets falling under the larger Publicis Communications umbrella.

News of talks between Walmart and Haworth went public in April after Target dropped the agency, which had been its media partner for several decades, and moved its business to WPP's GroupM. This win facilitated the June launch of a dedicated Target unit called Team Arrow but also created a conflict of interest for WPP, which temporarily counted both Walmart and Target as clients. In another related shift, Walmart hired longtime Target veteran Michael Francis to serve as its new chief marketing officer in December 2015.

The latest news is not strictly negative for WPP: While Haworth is still technically an independent agency, GroupM acquired 49 percent of the company in 2014.

According to Kantar Media, Walmart spent approximately $658 million on measured media in the United States in 2015. The same data shows that the retail giant spent only $186 million in the first six months of 2016, and the 2015 total marked a significant decline from 2014's $907 million spend.

Both Walmart and Haworth have not yet responded to multiple requests for comment regarding the decision.

Source: Advertising

How the Dictionary Triumphed on Twitter During the Presidential Debate

Merriam-Webster stole the show on Twitter during Monday night's presidential debate between Donald Trump and Hillary Clinton, correcting the candidates' bad word usage.

The Twitter engagement and referral traffic earned for such efforts was impressive. For instance, site searches for "braggadocious"—a Trump utterance when he meant "braggadocio"—increased by 15,500 percent. His use of "bigly" inspired searches for that term—which shares a web page with "big"—to jump 65,000 percent. 

Today, we caught up with Meghan Lunghi, Merriam-Webster director of marketing, to get the inside details around the real-time initiative. 

How many people were on your Twitter social team during the debate?
This was a collaborative effort between folks in social and editorial. Several people were monitoring lookups, offering commentary, writing Trend Watch articles for our site and tweeting throughout.

Was it difficult to pull it off?
It wasn't hard to come up with anything; the challenge was to keep up with everything that was going on, and to try to keep everything in the brand voice despite the speed at which we were working. But most of the tweets wrote themselves. When Clinton says "Words matter," what else are you going to do? 

How quickly—minutes-wise—did you pull off some of the tweets on Monday night?
Within a minute of the comment, which almost felt too slow. There was a lot of frantically looking stuff up and trying to get it into 140 characters without any typos before everyone else had already moved on.

Has your brand heard positive or negative things from supporters of either candidates?
The response has been overwhelmingly positive. People seem to love it—we gained
thousands of followers the night of the debate, and a lot of them tweeted at us to say they were following us because of the debate coverage. … Katy Perry called us the Bible! The only negative feedback at all came from a handful of people who claimed that "stop and frisk" hadn't been found unconstitutional; they objected to our tweet which said, correctly, that it was.

Will your team do real-time coverage of the VP debate on Tuesday?
Maybe—we'll see if there are any good trends.

Will your folks react in real time again during the last two POTUS debates?
Oh, yes. Watch this space. 

Source: Advertising

Snapchat Users Are Spending 78 Seconds on Average Playing Under Armour's Cam Newton Game

Snapchat users who've come across Under Armour's new interactive game are spending an average of 78 seconds playing, according to early data. 

The app's 60 million daily users in the U.S. (and Canada) are able to access Under Armour's It Comes From Below, a game based on the brand's ad campaign from Droga5 featuring Carolina Panthers quarterback Cam Newton, through ads in Snapchat's Discover section. When an ad appears (only U.S. users can see it), users can swipe up and play.

In the first day running ads for the game, Snapchat saw 20 percent of users swipe up. Those who did spent an average of 78 seconds playing the game, and 19 percent of users who played shared the game with one or more friends, per Snapchat. 

"Through our collaboration with Snapchat, we were able to best understand their environment, its opportunities and limitations," said Roni Sebastian, group creative director for RED Interactive Agency, the shop behind the game's creation.

Earlier this month, Snapchat ran another interactive game, Gatorade's Serena Williams' Match Point. The company said 16 percent of people who saw ads for that game in the first 24 hours swiped up to play, and those who did spent an average of 200 seconds playing. 

Under Armour plans to run the Cam Newton game on Snapchat through October. 

Source: Advertising

Ad Veteran and Composer of 'The Oscar Meyer Wiener Song' Dies at 87

The advertising industry said goodbye this week to a very successful, if largely unknown, creative voice with the passing of Richard D. Trentlage, who died on Sept. 21 at the age of 87 in a suburb of Chicago.

Trentlage was never a household name, but he did compose one of the ad world's most enduring anthems. "The Oscar Meyer Wiener Song" made its debut in 1963 and ran for more than five decades.

According to Trentlage's online obituary, the song's 52-year tenure marks "a record-breaking run" given that "most jingles have a life of 8 to 13 weeks" due to legal concerns related to residuals.

Trentlage worked for some of the biggest agencies in the ad industry before launching his own jingle-writing firm. In a 2012 interview, he told the Wisconsin State Journal that he learned about Oscar Meyer's 1962 songwriting contest from a colleague at J. Walter Thompson, the brand's agency of record at the time. Trentlage then penned the song in less than an hour, taking inspiration from his son's description of a friend as a "dirt bike hot dog." He submitted it to JWT Chicago the following day. 

Oscar Meyer was not the only brand for which Trentlage wrote music. He wrote a "Buckle Up for Safety" tune for a 1964 National Safety Council PSA as well as the '60s ditty "McDonald's Is Your Kind of Place."

Trentlage eventually got his entire family involved in the jingle business, recruiting his children to sing harmonies.

Oscar Meyer retired its wiener song in 2010, and jingles have become more of a rarity in advertising today—with a few notable exceptions like Nationwide's "On Your Side" anthem. But Trentlage continued to receive royalties for the song, which ran in more than 20 English-speaking countries, until his death last week. The brand also credited the composition with helping it sell "enough wieners to reach the moon and back six times."

Source: Advertising