Kraft Puts Commercials into Mobile App
To amplify the viral success of its new "Grandpa Frank" character, Kraft Foods Group brand, Oscar Mayer, is leveraging a groundbreaking new mobile application, MONTAJ, which gives consumers and fans of the character the opportunity to insert his hilarious remarks right into their own commercials.
"Grandpa Frank has been so well received by our fans that we knew we had to take him beyond the TV screen," says Oscar Mayer senior marketing director, Tom Bick. "Dual screen experiences are an integral part of television watching, and MONTAJ provided the perfect platform to bring Grandpa Frank to mobile."
Oscar Mayer is the first brand to work with MONTAJ, which has been recognized for its ability to help distill the expertise of a Hollywood camera crew into a user-friendly mobile program. With one shake of the phone, the video is automatically edited with a custom filter and soundtrack for web-optimized, high-quality, shareable video content. The technology will enable consumers to become directors and create, star in and share their own Oscar Mayer commercials alongside Grandpa Frank, whose hilarious transparency in the "What You See Is What You Get Food" television campaign has been viewed more than 250,000 times online.
From May 16 through June 13, 2013, MONTAJ users can create their own Oscar Mayer commercials by inserting Grandpa Frank's "Frankisms" into their original video storyboards. Once completed, projects are published on the MONTAJ app and the official Oscar Mayer YouTube page. Users can also share videos on their social media pages with the hashtag #TransparentGrandpa.
Oscar Mayer will track and share top #TransparentGrandpa films on the brand's Facebook, Twitter and YouTube channels.
The program is being supported by digital media buys including mobile inventory and social amplification, public relations efforts and influencer outreach, and will be promoted throughout Oscar Mayer social channels. It also coincides with the Deli Fresh television commercial, featuring Grandpa Frank that began airing nationally in March.
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"Grandpa Frank has been so well received by our fans that we knew we had to take him beyond the TV screen," says Oscar Mayer senior marketing director, Tom Bick. "Dual screen experiences are an integral part of television watching, and MONTAJ provided the perfect platform to bring Grandpa Frank to mobile."
Oscar Mayer is the first brand to work with MONTAJ, which has been recognized for its ability to help distill the expertise of a Hollywood camera crew into a user-friendly mobile program. With one shake of the phone, the video is automatically edited with a custom filter and soundtrack for web-optimized, high-quality, shareable video content. The technology will enable consumers to become directors and create, star in and share their own Oscar Mayer commercials alongside Grandpa Frank, whose hilarious transparency in the "What You See Is What You Get Food" television campaign has been viewed more than 250,000 times online.
From May 16 through June 13, 2013, MONTAJ users can create their own Oscar Mayer commercials by inserting Grandpa Frank's "Frankisms" into their original video storyboards. Once completed, projects are published on the MONTAJ app and the official Oscar Mayer YouTube page. Users can also share videos on their social media pages with the hashtag #TransparentGrandpa.
Oscar Mayer will track and share top #TransparentGrandpa films on the brand's Facebook, Twitter and YouTube channels.
The program is being supported by digital media buys including mobile inventory and social amplification, public relations efforts and influencer outreach, and will be promoted throughout Oscar Mayer social channels. It also coincides with the Deli Fresh television commercial, featuring Grandpa Frank that began airing nationally in March.
Related Articles:
Kraft Brands Enhance Digital Presence
Kraft Launches Expansive Brand Campaign
Kraft Foods Group Appoints CMO