You have to wonder what demographic Oscar Mayer’s aiming at with this new “Blogworthy” ad (scanned from Newsweek), though the real question is this: Is the mainstream really ready for Web 2.0-driven ad concepts?
Scanned from Newsweek, but aimed at GenX (and younger)?
And we’ve gotta ask: Will Oscar Mayer’s target market truly understand Blogworthy?
Me? I vote thumbs up. The concept mixes a little edge and some fun with an ever-so-slight amount of self-deprecating humor. And yes, Oscar Mayer is clearly more interested in the “connected” generation than they are the old geezers (like the one writing this blog post).
Critique?
- I might have shoehorned another benefit into the copy (we get “under 350 calories” and “microwave minute” which isn’t bad)
- Oscar Mayer supports a blog of their own and some fun online goodies on their site (Oscar Mayer Pong) – why not reference it in this ad?
The Hotdogger.com blog follows the Weinermobile’s location on Google.
In an era when new media channels are coming online almost hourly, large organizations often struggle to achieve true integration across all marketing channels. Sometimes that’s due to departmental turf wars, but often it’s simply the result of tunnel vision.
And yes, the smart freelance writer will spot integration issues for a client, and offer to fix them (after all, nothing’s more endearing than being useful).
What’s your hit – fun ad, or total marketing baloney?
Keep writing, Tom Chandler
Comments 16
The URL omission is an issue.
I do give them big props, however, for resisting the urge to overdo things.
It’s far too easy to imagine an ad that not only trumpets “blogworthiness” but that also sets up some kind of “please blog about us” contest that would turn stomachs faster than a moldy piece of bologna.
They stopped short. That’s good.
My big question is where they’re using the ad. I haven’t seen it before now. Where did you find it?
Carson: That was fast; the ink on my post hasn’t even dried yet.
I scanned the ad from Newsweek – I don’t where else it’s appearing.
Wrong again boober or are you a zoomer (vomit) Born in 1966 deep in the throughs of Gen X. Advertising “aimed” at us will fail.
Look at the AEG brand (fishing) not european apliances. They tried and it failed. This may not fail but will not sell hotdogs to 40 somethings. Bring back that song from the 70,s then you have something, ad some irony like John Lydon spitting on him then you have a Gen X ad. Just sayen. BTW I hate VAG rounded font.
Tom: Twitter works occasionally.
Casting: Let’s just put Johnny Rotten behind the wheel of the Wienermobile singing a Pistolsesque version of the weiner ditty?
He can drive the dog right into a wall of televisions ala Wendy O. Williams.
That would undoubtedly be blogworthy even if it didn’t sell a single dog.
Carson. Special secret gen X handshake to you bro, with a bump at the end for Obama : )
Funny post, yet thought provoking at the same time. I really think that businesses everywhere are starting to see the value in social media, in particular blogging. Actually, I just read an article about the hottest job skills of 2008, and it actually shows that demand for people who have blogging skills has actually increased by 4 times what it was only a year ago. I don’t know about you, but I find that fascinating and exciting. Especially in this economy.
Thanks for the great post – keep them coming! :-)
Thank you! I’m not the only one curious about this ad!
When I first looked at it, I had absolutely no idea what it was trying to say. It didn’t necessarily encourage any blogging (besides this post ;). It didn’t send you to a link or anything. It just said “Blogworthy.” Then I realized it. It got me to look at it, and that’s an ad’s job. They used a buzzword like that that stands out to even the non-GenX average Newsweek reader, perhaps even more than us, who think of Blogworthy as an everyday word. Someone who knows what a blog is, yet doesn’t have all the lingo down, would immediately connect Oscar Mayer with the “hip new blog sensation,” both catching their attention and making the product seem cool. So, in the end, it is a great ad and I would argue that it is focused for the “older” generation.
LOL @ Carson — MY BALONEY HAS A FIRST NAME, IT’S EFFIN’ O-S-C-A-R, IT HAS ANOTHER NAME TOO, IT’S M-A-y…r… er…
…I ATE IT MYYYY, WAYYYY!
@ Tom — Must be a case of the print guys not talking to the “new media” guys… But yes, you’d think a link to the blog would be a good idea.
Do you think they planned for the ad to be blogged, not necessarily the flatbread surprise they’re selling? Seems like the Folger’s sewer sticker all over again…
(It’s gettin’ to the point where I can no longer tell what’s ironic anymore…)
~Graham
@Jacob – Not to mention it is a blatant take on “sponge-worthy”, that famous Seinfeld episode. If that doesn’t scream Gen-X…
~Graham
@Becca: Nice to know the demand for blogging skills is growing, but then, it was probably almost zero to begin with. I wonder how many marketing departments are looking for blogging/social media skills on the resumes of potential hires (when people start hiring again)?
@Jacob: You’re reading more into it than I do (I think the copywriter was just trying to be creative and ironic), but I agree about the target (though who you calling “the Older generation”??). Newsweek isn’t exactly the favored publication of the millenials.
@Graham: Gut feeling is “Blogworthy” wasnt’ really meant to go viral. If it had been the aim, you’d think there would have been an online tie-in. And yes, I thought of “spongeworthy” too.
Since we’re talking about Boomers (and I just barely caught the tail end of the generation), I thought I’d pass along an excerpt from an excellent New York Times column about the boomers:
@Tom – lol – as we speak, I am doing some backgrounding on interactive case studies, and came across this one:
http://discussionleader.hbsp.com/ics/2008/06/the-sure-thing-that-flopped.html
Underlines your point — Boomers will never be “old”.
~Graham
I don’t know about that; pretty much every morning of last week I felt kinda old…
Hmm, well perhaps it’s that they don’t want other people to tell them that they’re old.
But then that pretty much applies to everyone, doesn’t it?
(BTW, Jan/Feb usually makes me feel old and, well, bleak. If the sun comes out in March, hopefully I’ll snap out of it…)
~Graham
I’m late on my response … blame it on the jetlag … but my first thought was the Seinfeldian – “Sponge worthy” … and then I yawned. I looked but was unmoved by the ad. I agree with Tom, as I almost always do, that it would have been nice to add a teeny little benefit to the headline. Otherwise, it’s just another, slightly arch take on ironic advertising. (On a side note, 4 million ‘Snuggies’ have been sold using wretched but effective DRTV.)
The fact that we all know what a Snuggie is represents marketing and product awareness at its best, even if the execution is well, not award worthy.
Businesses ARE recognizing that the next generation DOES pay attention to social blogging…..
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