1. HOW A NEW PRODUCT, EMOJI AND DRONE CAN HELP
REDEFINE AN ICONIC BRAND

2. HI.
Greg Guidotti
Head of Marketing, Oscar Mayer at Kraft Heinz
Ashley Fowler
Sr. Social Media Strategist at mcgarrybowen
Zach Walker
Community Manager at mcgarrybowen

5. POWERFUL IMC PROGRAMS TO WIN WITH CONSUMER
Cold Cuts
(DF & Natural)
DESIGN IDENTITY INCREASING RELEVANCE
STRONGER FOUNDATION FOR INNOVATION
Hot Dogs Bacon oscarmayer.com
Renovation
Natural NAE Expansion
Accessible for All
Single Source
Honesty & Integrity
DF QI’s to NAP/NANN
Trusted Quality
OSCAR MAYER IS CONNECTING WITH CONSUMERS LIKE NEVER BEFORE

6. O S C A R M AY E R B R A N D F O U N D AT I O N S
I N F O R M R E N O VAT I O N
Beliefs Informing Renovation
1. We believe real issues require real change
2. We reject that hot dogs will always be mystery meat
3. We believe in the unadulterated, guilt-free love of hot dogs

7. C H A N G E
E V E R Y S I N G L E H O T D O G
W E M A K E

8. CHANGE EVERY SINGLE HOT DOG WE MAKE
• artificial preservatives
• added nitrates or nitrites
• fillers or by-productsNO

9. OUR COMMS CHALLENGE WAS CLEAR…
PROCESSED PROGRESS

12. IF YOU KNOW WHAT YOU BELIEVE
YOU KNOW HOW TO BEHAVE

14. HOW CAN WE DRAMATIZE THE
GREAT LENGTHS WE’LL GO?

15. T W O W I E N E R M O B I L E S T R AV E L O N A B A R G E T O G O V E R N O R S
I S L A N D

16. W H I T T I E R , A L A S K A , O N E O F T H E M O S T
R E M O T E T O W N S I N A M E R I C A

17. E X PA N D E D W I E N E R F L E E T A N D I N T R O D U C E D
T H E V E R Y F I R S T W I E N E R D R O N E !

18. E X PA N D E D W I E N E R F L E E T A N D I N T R O D U C E D
T H E V E R Y F I R S T W I E N E R D R O N E !

19. T H E P O W E R O F B R A N D A C T S
Drove 79% Social Share
of Voice at Launch
Top 25% Ad Recall on YouTube YouTube Views Drove 43%
Increase in Purchase Intent
NYC LAUNCH WHITTIER, ALASKA MISSION EXPANDED WIENERFLEET
1.8 BILLION
Earned Impressions

20. B R A N D A C T I O N S : T I P S + TA K E A W AY S
Your Brand Act Must Be Grounded In Your Idea.
Choose a Brand Act that aligns with both your overall brand as well as the overall objective
of your campaign.
Earned Is Invaluable.
We all know the power of paid media, but in a world of limited budgets it’s important to make
your brand act PR-able and stand out in conversation.
Activation Is Everything.
Digital and social channels have varying strengths; which means it’s important to be mindful
and strategic when choosing where to highlight brand acts.

21. WHAT IF WE ASKED TWITTER TO
DRIVE THE WIENERMOBILE?

22. BENEFITS OF A CONTEST

23. B R A N D E D V S . U N B R A N D E D H A S H TA G

24. D E V E L O P I N G A C A L L T O A C T I O N

25. S H R I N K I N G A 2 7 - F O O T H O T D O G O N W H E E L S

26. E V O K E B R A N D L O V E T H O U G H S O C I A L F E E D

27. R E S P O N D T O B R A N D L O V E W I T H P E R S O N A L T O U C H

28. T U R N S T O R Y- T E L L I N G I N T O S T O R Y- D O I N G

29. S O C I A L E N G A G E M E N T: T I P S + TA K E A W AY S
Create A Two Way Dialogue For Your Fans
Devise a creative and fun way to entice users to participate in your activation.
Be Thoughtful About Your CTA
A strong Call To Action can ultimately help you achieve your objectives, so tweak and test
variations of your CTA.
Test And Optimize
Review how your content and contest are performing throughout your campaign.

30. HOW CAN WE ENERGIZE OUR BRAND AMBASSADORS
IN SERVICE OF OUR MISSION?

31. TA K E Y O U R M I S S I O N T O T H E R O A D

32. T H E F U T U R E O F H O T D O G S , I N T H E I R H A N D S

33. U S E V I S U A L S T O D E M O N S T R AT E C A M PA I G N

34. S U P P O R T I N G A C T I VAT I O N S : T I P S + TA K E A W AY S
Enroll Your Team
Look within your organization and leverage your brand’s most passionate fans to
get the message out.
Use Visual Cues To Interrupt The Feed
In a timeline more crowded than ever, incorporate visual cues to stand out in the
feed.
Hashtags, Hashtags, Hashtags
The clearly obvious hashtags are likely the ones you need to be using.

35. S O C I A L M E D I A L E A R N I N G S
Partnership Is Essential - One Team
Listen To Data/ Listen To The Consumer
New Users Are Important - But Don’t Lose Sight Of Loyalists
Nobody Missed Their Matching Luggage

36. thank you