On behalf of the Compass Point Media team I am thrilled to announce the launch of the Red Baron “Taste the Legend” advertising campaign. Our integrated media strategy supports the introduction of the new Red Baron Baron’s Best pizza through a comprehensive relationship with Marvel and their highly anticipated movie release of “The Avengers.”
It is an interesting and challenging year for the Red Baron brand. The frozen pizza category is crowded, with competitors constantly trying to thwart each other through new product introductions and price reductions. Beyond the frozen aisle, the delivery pizza category is also changing with players like Domino’s and Pizza Hut offering pizza deals that price competitively with the frozen brands. As a result, Red Baron decided to launch a new sub-brand within their Red Baron family that delivered superhero taste at heroic price.
Much like the battle cry “Avengers Assemble” when there is need for multiple superhero manpower, Red Baron called their “Agencies to Assemble” to support the major new product launch of Red Baron Baron’s Best. Over about a seven-month period, we worked as a collaborative team to fine tune the “Taste the Legend” commercial program with a focus on driving awareness, trial and repeat/sharing.
The result is a highly integrated campaign with all touch-points, from media to PR to in store, promoting the legendry taste of Baron’s Best and supporting the premiere of “The Avengers.” Our integrated media campaign reaches the masses through National TV and online display and video, reaching 1.1 billion adults April – May.
Try the new Red Baron Baron’s Best pizza and taste what the legend is all about. While you are at it, check out “The Avengers” – premiering on 5/4.
-- Jessica Nytes, Media Strategy Supervisor, Compass Point Media unit
"Collaborative Consumption: Should Marketers Be Afraid?"
Facebook has the most page views on the internet. Facebook has the most registered users on the internet. Facebook garners the most time spent for users on the internet. Facebook serves the most ads on the internet. As a result marketers have flocked to the platform. And they have been spending a ton right?
Not so fast. At least not yet.
When Facebook announced its IPO we found they had about $3.7B in 2011 revenue. That sounded like a lot. But when you look at their competitors -- Google ($37B+ unaudited) and Amazon ($48B) -- they are relatively small.
With their IPO just around the corner, the pressure to boost revenue is dramatic. And since the offering means literally millions of dollars to the biggest shareholders (Mark Zuckerberg and employees), the pressure to increase revenue will not only come from the market, but their own personal pocketbooks. Look for more marketing revenue to be first on their hit list.
My experience with Facebook as a digital-media professional is that they previously only tolerated advertising. They killed banners that Microsoft was selling for them. They created ad spaces buried in the invisible right rail. And they didn't allow marketers to measure results via third parties or even to animate ads. The advertiser was obviously the lowest priority; marketers were to stay subjugated to the edges of the broader Facebook platform.
An example: A few years ago I attempted to put together several deals that were relatively creative in the use of Facebook’s advertising space (but required no new ad units nor interrupted the user experience) and literally heard that "Mark said no." (An aside, I have no idea if he personally heard about the deal; the comment could have been an ego-stocking way to let me down after working on it for months.) It was shocking, and they left millions on the table.
You can argue that their strategy worked. Users loved it, and Facebook grew unbelievably as a result. And marketers showed up because we had to, even though by and large we were relegated to the kids’ table.
But the announcement of their Premium ads shows that times are changing. These new ads are the first indication that being publicly traded will reset the balance between users and marketers -- in marketers’ favor. Don't expect MySpace 2.0 anytime soon. But you will see marketing messages continue to invade what has been a largely ad-free place.
If we are all being honest, for 99% of marketers Facebook has been an enigma. The platform appears to have limitless possibility but Facebook corporate was a restrictive frenemy at best. We moved into the space on faith chasing the as-of-yet mythical ideal of social at scale. But Facebook Premium Ads, as the first step of changes driven by their IPO, appear to mark the dawn of a new era that will make Facebook a much improved marketing platform for all of us.
--Chris Wexler, director of media strategy & interactive in the Compass Point Media unit of Campbell Mithun