The Blog

Outdoor Advertising: The Age-Old Medium That’s Now ‘New Media’

by Jim Copacino

 

lascauxfrancecavepaintings

There’s something in our DNA that wants to fill a large, blank public space with images and words that tell a compelling story. This basic instinct goes back 20,000 years to the cave paintings of Lascaux, France—one of the first human attempts at mass communications.

Today, humans are still filling large public spaces with interesting stories, much of it through the medium of outdoor advertising. This venerable form of marketing communications (ancient Egyptians carved “billboards” in stone) is the new darling of media planners and creative directors—promoting everything from Apple Watches to the BMW i electric car.

I was a member of this year’s judging committee for the annual OBIE Awards, sponsored by the Outdoor Advertising Association of America to celebrate creativity in the medium. The innovative and energetic ideas were inspiring.

There were classic examples of what makes out-of-home advertising irresistible: punchy headlines and eye-grabbing visuals, like this message from Culligan.

Culligan hard water billboard

But beyond the traditional billboard, there were dazzling displays of how wireless, video and digital technologies are transforming the outdoor medium in stunning new ways. Here are three cases in point.

Don't Turn a Blind Eye to Domestic Violence billboard

‘Don’t Turn a Blind Eye to Domestic Violence’

Women’s Aid, a U.K.-based organization formed to end domestic violence, created a remarkable outdoor experience. A digital billboard shows a graphic image of a battered woman. Using facial recognition technology, the board “senses” when passersby stop to look at the photo. As viewers gather, the woman’s bruises begin to slowly heal, reinforcing the theme, “Don’t Turn A Blind Eye To Domestic Violence.”

Shadowhunters augmented reality billboard

Shadowhunters’ Augmented Reality

In Boston, commuters had an unexpected adventure as they waited for their rides. To promote the science fiction TV series Shadowhunters, a bus shelter was converted into a mini theater. Using augmented reality technology, the menacing creatures from the series appeared to be lurking just outside the shelter—to the amazement of the unsuspecting bystanders.

Oreo Eclipse billboard

The Oreo Eclipse

Oreos wanted to make sure that overcast winter skies didn’t prevent people from viewing a solar eclipse. So they installed digital outdoor boards that recreated the eclipse—in real time—with an Oreo standing in for the planet earth. The boards were viewed live by thousands of pedestrians while #OreoEclipse exploded on social media. The experience also generated (free) worldwide attention from the news media.

Outdoor Advertising: The Age-Old Medium That's Now New Media

Outdoor Advertising: Innovative and Effective

Clearly, outdoor advertising is emerging as one of the most technologically advanced and immersive advertising mediums. When done right, it is more than an effective selling tool—the public eagerly embraces it. This is especially valuable to today’s marketers who are increasingly concerned about the audience’s ability to block or avoid other ad forms. What’s more, new technologies are enabling more precise measurements of consumer engagement with outdoor advertising.

In short, outdoor advertising is becoming a breakthrough medium that’s opening new frontiers of creative persuasion for advertisers everywhere. And to think, it all started in a prehistoric cave in France.

Instagram’s New Algorithm: 4 Ways to Prepare

by Paul Balcerak

Screen Shot 2016-03-25 at 12.07.16 PM Instagram announced last week that it’s switching to an algorithm-based feed. In other words, you’ll soon see posts that are ordered based on what Instagram thinks you’ll like, rather than the chronological order in which those posts were published.

In other, other words, just like Facebook.

Love it or hate it, this is Instagram’s new reality. Or at least it will be “in the coming months.” That means brand marketers have a little bit of time to tighten up their approach and get ready for the changes. Here are four things we’re focused on getting right before the new algorithm arrives.

1. Continue to post quality content

We don’t know exactly how the algorithm will work, but we know that, “the order of photos and videos in feeds will be based on the likelihood people will be interested in the content, their relationship with the person or business posting and the timeliness of the post.” It’s reasonable to assume that engagement—likes and comments on photos—will be a huge part of what drives content to the tops of people’s feeds. By far, the best way to do that is to post great content that people like. That takes time, especially on Instagram. Invest in the people and resources that can get it done.

2. Be strategic with hashtags

Instagram Search has improved a lot over the last year. Now, you can search keywords and get suggestions on popular hashtags. Figure out a handful of keywords that apply to your brand or products and turn those into hashtag categories. A beer brand, for instance, would obviously want to capture a few hashtags around the keyword “beer” (#beerporn, #beerme, #beergeek, etc.); but it would also want to think about beer-adjacent topics like events and activities (#baseballisback, #baseballlife, etc.) or food (#bbqseason, #bbqpit, #barbequeparty). We know that using a lot of hashtags helps increase reach and engagement significantly, so build up those categories as much as you can. And save yourself from typing too much by using your phones macros to auto-fill hashtags each time you post.

We know that using a lot of hashtags helps increase reach and engagement significantly, so build up those categories as much as you can. And save yourself from typing too much by using your phones macros to auto-fill hashtags each time you post.

3. Buy ads

If the stated reason for introducing an algorithm is to serve its users “more relevant” content, Instagram’s real reason for doing it is to charge brands money for preferred placements in people’s feeds. So do it! You competitors aren’t holding back on digital spending, and neither should you.

4. Respond to people’s comments—always

Interaction is one of the biggest ways an algorithm can assume a user is interested in another user or a piece of content. So don’t let comments on your photos go unanswered. Respond to as many as possible, and when you can, get a dialogue going to encourage more back-and-forth. One response to a comment is good; a conversation that goes on for hours or more is better. There’s also speculation that since Instagram likes are doled out so easily, comments will be particularly valuable to the algorithm.

Remember—there’s still time

We’re not exactly sure when this is going to happen—just that it will in the next couple or few months—which means you’ve got time to get your account in order. Don’t let it go to waste! C+F is on Instagram as @copacino.

Death By Impatience ( Or, the 4 P’s of Evaluating New Technology )

by Mike Hayward

I have two TVs in my house. One upstairs, one down.

Three weeks ago, I went from watching Netflix through Apple TV (which worked perfectly) while running on the treadmill downstairs, to scrolling through Amazon Prime On Demand shows on my main TV.

I clicked on a Season 1 Fargo episode. It was $1.99 for SD, $2.99 for HD. I splurged and paid the extra buck.

It started playing and the resolution was horrific. Moments later I got the following message:

Attention: There seems to be a problem with your internet connection, please check it and then select Retry. If the problem persists please restart Amazon Instant Video or contact Amazon.com customer service at www.amazon.com/help

This wasn’t the first time this had happened with Prime streaming. I restarted and got the same message three more times before I gave up.

I haven’t been back to watch anything through Amazon Prime since.

Sure, it might not have been Amazon’s fault. But I don’t want to take the time or energy to look into it. I have many other options that rarely have issues.

When Netflix started streaming movies in 2007 it was transformational. It was also unreliable and buffered as often as it played. But it didn’t matter. This was cutting-edge stuff so consumers stuck around. We were patient.

Nine years later, expectations are higher and patience is in short supply.

We now want to immediately know what a new technology is for, and who is using it. And it has to work well right out of the gate. Otherwise it faces the threat of imminent death.

The 4 P’s

We all know the four P’s of marketing, but I believe there are also 4 P’s of evaluating new technology in 2016.

1) Purpose: What does it do, who is it for, and how does it serve a different need than current platforms or technology? Google+ comes to mind – there was nothing wrong with it at launch, but it was an alternative to existing and familiar platforms that already work equally well. If not better.

2) Performance: In the launch-and-learn era, betas are acceptable. But be warned – too many bugs or glitches that impact the user experience can be an early fatal blow. There are plenty of apps I used just once then quickly discarded for good.

3) Popularity:When was the last time you downloaded an app that didn’t have a star rating or any reviews? There are simply too many new launches and too little time for us to waste on something no one is using yet. And we certainly don’t want to learn to use a new social platform that may never be fully embraced by our peers.

4) Potential:People need to not only see the immediate purpose but also what the future may hold for a new technology. Virtual reality and 360 photography have instant applications but also hold endless opportunities that are easy to envision.

Eventually, the tech bubble may again burst, not because of the lack of groundbreaking ideas, but because new technology is no longer given time to go through the awkward teenage phase – trying to determine what it is, who it’s for, and it’s ultimate place in the world.

But I will give Amazon Prime On Demand another shot. Just as soon as I find the time.

Death byImpatience

The 6 Most Dangerous Words in Advertising

by Mike Hayward

6MostDangerousWordsInAdvertising“And then they will share it!”

Those words have sunk many a social campaign. Left hashtags barren and forgotten. Shaken a client’s faith in their agency’s grasp of how it all really works.

If your sole strategy is to create content so compelling that people will have no choice but to share it, then buy a lotto ticket because you clearly like long odds.

The bar for instantly-viral content is now set incredibly high. Your best kitten photo you’ve ever taken stands little chance, let alone your new corporate brand video.

Whatever you do, don’t go the ubiquitous “Tell us your _____ story” route, either. It’s the path of least resistance and lowest participation. See offenders here: http://tellusyourstoryblog.tumblr.com/

So what’s an agency to do?

Go back to basics and come up with an idea that taps into basic human psychology.

Our root sharing behaviors and motivations are nothing new. After a trip to Hawaii, your grandparents busted out the Kodak carousel and had the neighbors over to share their vacation photos and brag a little. It let them show their friends 1) they had an exciting life and 2) they could afford a nice vacation. Is it really all that different than posting the ultimate selfie from your trip to Brazil?

The unavoidable fact is that people need a good personal reason to participate in anything. And I believe one simple question motivates the vast majority of social engagement with brands:

“What’s in it for me?”

At Copacino+Fujikado, we narrowed the reasons people share down to three main categories.

1) A Worthwhile Reward

Doritos’ Crash the Super Bowl campaign generated enough entries to field a handful of gems over the last 10 years because of a $1 million prize and the notoriety of having a spot in the actual game. Would people participate at the same level if the grand prize were a free bag of chips and a place on Doritos’ website?

This is not to say big money or fame is the only worthwhile reward. To be worthwhile, the reward must exceed the effort to participate.

2) Reflected Light

Ben & Jerry’s “Tweets for Fair Trade” was a great example of reflected light: it allowed Twitter users to “donate” any remaining unused characters in any personal Tweet to Ben & Jerry’s to let them insert a message in support of free trade.

There was no donation required. But after participating, they had done something. Slacktivism, perhaps, but Ben & Jerry’s made them look good to their friends and followers.

We retweet funny tweets to show we’re funny. It’s the same principle as retelling a great joke. We may not have come up with the punch line, but we get credit for being the ones to share it.

3) Self Promotion

We all like talking about ourselves but social media etiquette usually calls for a dash of humility, however feigned. So if you give people a good reason to talk about themselves, they’ll be much more inclined to share. Like an exclusive invite, a special award, or VIP treatment.

Tell someone they’re on the list of the 50 most influential people in their city, they’ll Tweet out the list. But they would never simply Tweet out, “Hey everyone, I believe I’m one of the most innovative people around” on their own. They need that third-party validation.

How we did it

I know, I know. Those who can’t do write blog posts. So here are some examples of how we used these motivators, smart planning, and a lot of hard work to generate social engagement for our clients.

For Visit Seattle, we enticed travel influencers to populate an entire digital map for the city, generating 34 million impressions in the process.

To help the Wing Luke Museum promote their new Bruce Lee exhibit, we turned yellow jumpsuits into a social phenomenon.

And for the Bezos Center for Innovation, we designed an award for innovators that now creates annual buzz.

With all the campaigns, we started by putting ourselves in other people’s shoes and asking, “What’s in it for me?” to make sure we were grounded in sound human psychology.

And then we asked ourselves one more question: “Would we do it?”

The answer was yes. And we have the photos to prove it.

CopacinoStaffinBruceLeeJumpsuits648pxwide

 

Top photo: “Hangar 6” by Andreas Levers, used under CC BY 2.0 / Text added to original

Like Seinfeld, Peyton Manning Nationwide Commercials Are ‘About Nothing’

by Jim Copacino

photo-1415902051846-2ad925a71020

The first lesson many of us learn in advertising is to “identify the USP”—the Unique Selling Proposition that sets a product or service apart from its competitors. Unfortunately, the second lesson we learn is that certain product categories defy the USP approach.

Let’s face it: banks, flashlight batteries and gasoline are all pretty much the same. Despite our best efforts to find a USP in these categories, real world consumers shrug their shoulders: When’s the last time you drove by a Shell station to fill up with Chevron because of your fervent belief in Techron?

More often than not, it’s the advertising that is the differentiator in these commoditized categories.  Case in point: Every battery claims long life but the relentless pink bunny made Energizer’s claim more believable—or at least more entertaining.

This brings us to another industry filled with brands in search of a USP: property and casualty insurance.  Every product innovation (multi-policy discounts, for example) is quickly adopted industry wide.  So brands have to look beyond product features to manufacture something they can own:  Allstate created has the diabolical Mayhem character;  Liberty Mutual came up with the Statue Of Liberty standups.

Then there are the Peyton Manning Nationwide commercials.

Refreshingly, the company seems to be acknowledging they don’t have a lot to say about their product.  Instead, they signed up the NFL’s best-loved player to sing the 50-year-old Nationwide jingle, with constantly changing lyrics that never come close to mentioning the brand.

All season long the legendary #18 has been crooning tuneless odes to sandwiches, golf shorts, even his own bobblehead. Rather than try to talk us into buying insurance, Nationwide is simply saying, “Look! Peyton likes us. How bad can we be?”

Taking a page from Seinfeld, Peyton and Nationwide have created a campaign about nothing. You’ve got to admire their quirky confidence.

Forestry through the eyes of a ‘Lumbersexual’

by Jim Copacino

Today’s working forests play an important role in the green economy and recently, longtime C+F client the Washington Forest Protection Association asked us to help tell that story. They wanted to highlight the industry’s sustainable approach to planting, harvesting and replanting trees for commercial use.

We tapped into the “lumbersexual” trend and created Lance, a comic spokesperson who tells the story of modern forestry with his own unique perspective. (As luck would have it, “lumbersexual” was recently added to the 2016 Oxford English Dictionary.)

Check out the video above and let us know what you think on Twitter. And if you want to learn more about working forests and forestry, head over to the Washington Forest Protection Association’s website.

Copacino holiday recipes

by Paul Balcerak

photo-1432835305417-6919779246b4

Not to stress you out, but as of today, you’ve got 10 days until Christmas. If that does stress you out, and your preferred method for stress management is eating, we’ve got you covered with the handful of hand-picked, employee-tested recipes below. Enjoy!

Crack Pie
Corn Pudding
The Best Potatoes
Fresh Walnut Cranberry/ Citrus Relish
Frittata
Cranberry Pie with Thick Pecan Crumble
Oma Kuchen
Velveeta Cheese Beans
Gorgonzola Bites
Tom Turkey Chowder
 

Crack Pie
submitted by Alyssa Goldberg

Yield: Two 10-inch pies

Prep time: About 2 hours

Cook time: About 25 minutes for the pie

Total time: About 5 hours, to allow for cooling

Ingredients:

Pie

1/4 c. unsalted butter, melted
1 recipe Oat Cookie (recipe follows)
1 tbsp. light brown sugar, packed
1/4 tsp. kosher salt
1 recipe Crack Pie Filling (recipe follows)
confectioners’ sugar for dusting

Oat Cookie

1/2 c. unsalted butter, softened
1/3 c. light brown sugar, packed
3 tbsp. white sugar, granulated
1 large egg yolk
1/2 c. all-purpose flour
1 c. old-fashioned rolled oats
1/8 tsp. baking powder
pinch baking soda
1/2 tsp. kosher salt

Crack Pie Filling

1 c. unsalted butter, melted
1 1/2 c. white sugar, granulated
3/4 c. light brown sugar, packed
1 1/2 tsp. kosher salt
1/4 c. corn powder (corn powder is defined as freeze-dried corn, ground to a fine powder)
1/4 c. milk powder
3/4 c. heavy cream
1/2 tsp. vanilla extract
8 large egg yolks

Directions:

To prepare the Oat Cookie crust, preheat the oven to 350°. In a stand mixer with a paddle attachment, cream butter and sugars on medium-high for 2 to 3 minutes until fluffy and pale yellow in color. Scrape down the sides of the mixing bowl with a spatula. On a lower speed, add the egg to incorporate. Increase the speed back up to a medium-high for 1 to 2 minutes until the sugar granules fully dissolve and the mixture is a pale white color. On a lower speed, add the flour, oats, baking powder, baking soda, and salt. Mix 60-75 seconds until your dough comes together and all remnants of dry ingredients have incorporated. Your dough will still be a slightly fluffy, fatty mixture in comparison to your average cookie dough. Scrape down the sides of the mixing bowl with a spatula.

Pam-spray and line a quarter sheet pan with parchment or a Silpat. Plop the oat cookie dough in the center of the pan and with a spatula, spread it out until it is 1/4″ thick. The dough won’t end up covering the entire pan, this is okay. Bake the oat cookie for 15 minutes. Cool completely before using in the crack pie recipe.

To prepare the pie filling, mix the dry ingredients for the filling using a stand mixer with a paddle attachment on low speed. Be sure to keep your mixer on low speed during the entire process of preparing the filling; if you try to mix on any higher than a low speed, you will incorporate too much air in the following steps and your pie will not be dense and gooey – the essence of the crack pie. Add the melted butter to the mixer and paddle until all the dry ingredients are moist. Add the heavy cream and vanilla and mix until the white from the cream has completely disappeared into the mixture. Scrape down the sides of the bowl with a spatula. Add the egg yolks to the mixer, paddling them in to the mixture just to combine. Be careful not to aerate the mixture. Use the filling immediately.

To assemble the pies, preheat the oven to 350°. Put the oat cookie, brown sugar and salt in the food processor and pulse it on and off until the cookie is broken down into a wet sand. (If you don’t have a food processor, you can fake it till you make it and crumble the oat cookie diligently with your hands.) Transfer the cookie crumbs to a bowl and, with your hands, knead the butter and ground cookie mixture until the contents of the bowl are moist enough to knead into a ball. If it is not moist enough to do so, gently melt an additional 1-1 1/2 tablespoons of butter and knead it into the oat crust mixture. Divide the oat crust evenly over 2- 10″ pie tins.

Using your fingers and the palm of your hand, press the oat cookie crust firmly into both 10-inch pie shells. Make sure the bottom and the walls of the pie shells are evenly covered. Use the pie shells immediately or, wrapped well in plastic, store the pie shells at room temperature for up to 5 days or in the fridge for up to 2 weeks.

Place both pie shells on a sheet pan. Divide the crack pie filling evenly over both crusts (the filling should fill the crusts 3/4 way full) and bake at 350° for 15 minutes. During this time, the crack pie will still be very jiggly, but should become golden brown on top. At 15 minutes, open the oven door and reduce the baking temperature to 325°. Depending on your oven this will take 5-10 minutes – keep the pies in the oven during this process. When the oven temperature reads 325°, close the door and finish baking the pies for 5 minutes. After 5 minutes, the pies should still be jiggly in the bull’s eye centers, but not in the outer center circle. If the pies are still too jiggly, leave them in the oven an additional 5 minutes.

Gently remove the baked pies from the oven and transfer to a rack to cool at room temperature. You can speed up the cooling process by transferring the pies to the fridge or freezer if you’re in a hurry. Freeze your pie for as little as 3 hours or up to overnight to condense the filling for a dense final product – the signature of a perfectly executed Crack Pie. Just before serving finish with a dusting of confectioners’ sugar.

 

Corn Pudding
submitted by Sun Yi

Ingredients:

Mix together:

  • 4 Tbsp flour
  • 1/2 tsp salt
  • 1/4 cup sugar

Add:

  • (1) 17oz can of cream-style corn
  • (1) 5.3 oz can of evaporated milk
  • 1/2 cup regular milk
  • 3 slightly beaten eggs

Directions:

  • Pour into a buttered casserole dish.
  • Sprinkle 2 Tbsp of chopped butter on top.
  • Put dish in another pan filled with water (1in. high)
  • Bake at 400 for 45 – 60 mins.
  • When it’s done, the center gets firm!

 

The Best Potatoes (easy to make ahead)
submitted by Adrienne Porter

Ingredients and directions:

Boil and mash one bag of Yukon gold potatoes (no need to peel unless you prefer).
Add 8oz of cream cheese, 1C of sour cream, and 2 tsp garlic salt or more (Lawry’s with ground parsley), ½ tsp pepper and beat until smooth with an electric mixer.
Put in a buttered casserole dish (3-4 qt).  Dot with 4T butter and sprinkle with paprika.
Cover and bake for 50-60 minutes at 400.  Let stand for 10 minutes.

 

Fresh Walnut Cranberry/ Citrus Relish
submitted by Adrienne Porter

Ingredients and directions:

  • 1/2 cup chopped walnuts
  • In a food processor, chop (coarse): 1 package fresh cranberries + 2 medium oranges and 1 cup sugar
  • Add walnuts before serving

 

Frittata
Easy to prep day before – makes Christmas morning or any brunch easy
submitted by Adrienne Porter

Ingredients and directions:

In a non-stick stovetop- and oven-safe pan (I use a 3.5 qt / 10.5”):

  • Combine as much as you want of each that will fit leaving about a quarter to half inch to fill with eggs  later(sliced: grape tomatoes, zucchini, green onions, broccoli, or any other veggie you love + cheese or sausage if you like.  You’ll need to cook the sausage prior to adding) add garlic salt (Lawry’s with coarse ground parsley) and pepper to taste.  Do this the day ahead if you like and refrigerate.
  • In a separate bowl, mix up to 12 eggs and ½ C milk (depending on the size of your pan) – add to above when ready to cook.
  • On stovetop – heat covered on medium for 45 minutes.
  • Finish on broil in the oven for the last 5 minutes or until golden brown.

 

Cranberry Pie with Thick Pecan Crumble
submitted by Katie O’Mara

Yield: 1 standard 9-inch pie (not deep-dish)

Ingredients:

Crust

  • 1 1/4 cups (155 grams) all-purpose flour
  • 1 1/2 teaspoons (6 grams) granulated sugar
  • 1/2 teaspoon (3 grams) fine sea or table salt
  • 1 stick (4 ounces or 115 grams) cold unsalted butter, cut into chunks
  • 1/4 cup (60 ml) very cold water, plus an additional tablespoon if needed

Filling

  • 4 1/2 cups fresh or frozen cranberries (from 1 1/2 12-ounce bags)
  • 1 cup granulated sugar, plus 1 to 2 more tablespoons, if desired, to taste
  • A few gratings of orange zest (yes, clementine zest works great here too)
  • A pinch of salt
  • 1 tablespoon cornstarch

Streusel

  • 2/3 cup rolled oats or 1/2 cup oat flour
  • 1/2 cup all-purpose flour
  • 1/3 cup granulated sugar
  • 1/3 cup light or dark brown sugar
  • 1/2 teaspoon ground cinnamon
  • 1/4 teaspoon coarse or sea salt
  • 3/4 cup pecans, toasted if you have the time
  • 6 tablespoons unsalted butter, melted and cooled

To serve

  • Powdered sugar, sweetened whipped cream with a splash of vanilla extract or vanilla ice cream

Directions:

Pie dough: By hand, with my one-bowl method: In the bottom of a large bowl, combine the flour, salt and sugar. Work the butter into the flour with your fingertips or a pastry blender until mixture resembles a coarse meal and the largest bits of butter are the size of tiny peas. (Some people like to do this by freezing the stick of butter and coarsely grating it into the flour, but I haven’t found the results as flaky.) Add 1/4 cup cold water and stir with a spoon or flexible silicone spatula until large clumps form. Use your hands to knead the dough together, right in the bottom of the bowl. If necessary to bring the dough together, you can add the last tablespoon of water.

With a food processor: In the work bowl of a food processor, combine flour, salt and sugar. Add butter and pulse machine until mixture resembles a coarse meal and the largest bits of butter are the size of tiny peas. Turn mixture out into mixing bowl. Add 1/4 cup cold water and stir with a spoon or flexible silicone spatula until large clumps form. Use your hands to knead the dough together, right in the bottom of the bowl. If necessary to bring the dough together, you can add the last tablespoon of water.

Both methods: Wrap dough in a sheet of plastic wrap and refrigerate for at least one hour, or up to 48 hours, or you can quick-firm this in the freezer for 15 minutes. Longer than 2 days, it’s best to freeze it until needed.

Form the crust: On a floured counter, roll the dough out into a 12 to 13-inch circle-ish shape. Fold dough gently in quarters without creasing and transfer to a 9-inch standard (not deep-dish) pie plate. Unfold dough and trim overhang to about 1/2-inch. Fold overhang under edge of pie crust and crimp decoratively. Return to fridge until ready to fill.

[Optional: If you’d like to par-bake the crust, once you’ve rolled it out, freeze it for 10 minutes inside your pie tin, until solid. Prick unbaked crust with a fork several times. Line it with lightly buttered foil. Fill with pie weights, dried beans or pennies. Bake at 400°F (205°C) on rimmed baking sheet 15 minutes. Remove paper or foil and weights, and bake 5 to 10 more minutes until crust is golden brown and lightly crisp.]

Heat oven: (Or reduce oven heat, if you just par-baked your crust) to 375°F (190°C).

Make the filling: Combine all filling ingredients — no need to defrost frozen cranberries, they’ll just need a couple extra minutes to warm up — in a medium saucepan over medium heat. After about 5 minutes, berries will begin to leak juices. Cook, stirring for 5 minutes more until filling is loose. If desired, you can lightly crush the mixture once or twice with a potato masher, but try to leave most berries intact. Transfer filling to a bowl to let it cool slightly for 5 to 10 minutes while you make the crumble topping.

Make the topping: If using whole oats, grind them to a powder in a food processor. Add pecans and coarsely grind them too. Add remaining ingredients except the butter, pulsing a few times to combine. Add butter, pulsing until crumbles form. Sprinkle topping over cranberry filling.

Bake pie: For 45 to 50 minutes, until juices are bubbling enough that they splash a bit onto the crumb topping. If pie browns too quickly, cover top with a piece of foil for remaining baking time. Transfer to a wire rack to cool a bit before serving showered with powdered sugar and alongside whipped cream or vanilla ice cream.

 

Oma Kuchen
Translation: Grandma Cake, or Linzertorte as more commonly known
submitted by Lisa Griffith

Ingredients:

  • 2 cups a/p flour
  • 2 cups ground hazelnuts
  • ½ cup sugar
  • ½ cup packed dark brown sugar
  • 1 tsp. cinnamon
  • 1/8 tsp. salt
  • Ground cloves (just a dash)
  • 1 cup cold butter cubed
  • 2 eggs, lightly beaten
  • 1 tsp. grated lemon peel
  • 1-1/3 cups seedless jam (we typically use raspberry or strawberry)
  • Powdered sugar (optional)

 Directions:

  1. In a large bowl, combine the first 7 ingredients.  Cut in butter until mixture resembles coarse crumbs.  Add eggs & lemon peel; stir until mixture forms a ball.  Divide into 4ths.  Cover & refrigerate 3-4 hours.
  2. Remove 2 portions of dough from fridge; press each into two 9” spring form pans or fluted tart pans with removable bottom, if you have it.  Spread 2/3 c. of the jam over each of the doughs.
  3. Between two sheet so f lightly floured wax paper roll one portion of remaining dough into a 10×6” rectangle.  Cut 6 -1” wide strips; arrange in a lattice design over jam.  Repeat with remaining dough if needed (you may need to refrigerate dough if it warms up too much.)
  4. Bake at 350 deg. For 40-45 minutes or until bubbly and crust is browned.  Cool completely.  Dust with powdered sugar if desired.

 

Velveeta Cheese Beans
A deliciously downscale side dish
submitted by Jim Copacino

Ingredients and directions:

  • Drain 3 cans of green beans for 2 hours.
  • In a medium skillet, melt 1/2 stick of butter and 1/2 stick of Velveeta Cheese.
  • Slowly add 1 cup of milk to mixture.
  • Stir until smooth.
  • When mixture is smooth, stir in green beans.
  • Place contents into casserole dish, then top with French’s canned fried onions.
  • Place lid on casserole dish for 45 minutes.
  • Remove lid for last 45 minutes for last 10 minutes to brown top.

Delicious! (Don’t worry about the calories, it’s the holidays.)

 

Gorgonzola Bites
submitted by Nikki Houser

Ingredients:

  • 3 packages of mini phyllo cups (15 per package)
  • 1 red pepper
  • 1 yellow or orange pepper
  • 1 sweet onion
  • 1 package of gorgonzola cheese
  • Butter or olive oil

Directions:

  • Preheat the oven to 350.
  • Dice the onion and peppers into small pieces (small enough to go inside the phyllo cups) and caramelize with butter or olive oil.
  • Set the phyllo cups on a cookie sheet and fill with the caramelized onion and pepper mixture.
  • Top each phyllo cup with gorgonzola cheese and bake for 8-12 minutes (until heated through and cheese becomes melty).
  • Serve immediately.

 

Tom Turkey Chowder
submitted by Melody Kromer

Ingredients: 

  • 3 cups turkey, cooked and chopped
  • 1/2-1 cup onion, chopped
  • 2 tbsp. red or green bell pepper, chopped
  • 1/4 cup butter
  • 2 cups potatoes, peeled and diced
  • 1 1/4 cups celery, thinly sliced
  • 1 cup turkey or chicken broth
  • 1/2 tbsp. salt
  • 1/2 tsp. fresh or dried basil
  • 1/4 tsp. pepper
  • 2 tsp. Better Than Bouillon (chicken base)
  • 1 Bay leaf
  • 1 can cream-style corn
  • 3 cups whole milk
  • 1/2 tsp. fresh or dried thyme
  • 1/4 cup fresh parsley. minced

Directions:

In a Dutch oven or large, heavy saucepan, saute onion and bell pepper in butter over medium heat until tender but not browned. Add the next 8 ingredients; reduce heat, cover and simmer until potatoes and celery are fork-tender, about 15 minutes. Stir in corn, milk, turkey, and thyme; heat through. Just before serving, sprinkle parsley over chowder. Remove bay leaf.


Happy holiday eating from all of us at Copacino+Fujikado!

DowntownSeattleParking.com

by Cole Parsons

Finding a Sweet Spot

In the Summer of 2012, the SR-99 viaduct/tunnel construction project wiped out hundreds of Pioneer Square and Seattle waterfront on-street parking spots. C+F was asked to develop a campaign to spotlight local garage options, especially the ones with low-rates similar to that of street parking ($3/hour).

ViaductConstruction

Surveys showed “parking” was a top barrier for entry for Seattle visitors. So we knew there was an appetite for reassurance. But the question was could a parking message be engaging and interesting?

park-responsiveWe developed the first online parking tool specific to the Emerald City: DowntownSeattleParking.com. The web app featured mobile-optimized responsive design, and helped both planners (maps, pricing, hours, etc.) and non-planners (spots near me, real-time garage availability) in their quest to find downtown parking.

General_Double USKThe site was paired with a simple, fun, and conversational campaign. Thanks in part to that integrated strategy of paid, earned, owned and found media, DowntownSeattleParking.com has seen consistent monthly site usage increases over the past 2.5 years. Perhaps most importantly, garages are seeing increased usage, too.

utilize

And in year 3 of the program, we’ve expanded from informational to emotional. The campaign now captures the celebratory feeling that drivers have when they find that convenient and affordable spot. And we turned that into a series of creative promotions, including surprise Parking Carols, spontaneous exultations, and a Guinness World Record for high-fiving.

 

 

Throughout the series of promotions, we helped celebrate the joy of affordable parking. Because it’s not often you can do that.

CPM Versus “CP YOU”

by Jim Copacino

As recently as a decade ago, our job as advertisers was fairly simple: All we had to do was identify an audience, then bombard it with a consistent message through the limited forms of mass media that were available.

By pounding home a mantra like “Why buy a mattress anywhere else?” in broadcast, print, direct mail and those newfangled online banner ads, we could connect with thousands of people who were thinking about buying a new mattress. Even at the expense of reaching millions who weren’t.

Our measuring stick was “Cost Per Thousand” or CPM. The goal was to capture the greatest number of people for the least amount of media expenditure—then bank on the fact that some of them would come to your store to make a purchase.

That was then, but this is now:

The mass market we once reached through the CPM formula has splintered into thousands of micro audiences. Shoppers increasingly live in the virtual world of their social media communities. They have more control over the messages they receive—and they have little patience for irrelevant messages from uninvited guests.

However, they do welcome useful content, personally delivered, at the moment when it matters.

Yes, they want to hear about your mattress, but only when they are shopping for one. Nor will they buy on blind faith. They rely heavily on product reviews and recommendations from their trusted social network. Plus they’ll most likely order it online without ever interacting with a salesperson.

General advertising still matters and CPM still has its place. But marketers also need to think about “CP You”—the skillful use of data and technology that can pinpoint an audience of one, then deliver personalized, relevant content at the exact moment he or she is considering a purchase.

Science fiction? Hardly. Marketers are using big data right now to monitor your online and social behavior. They can predict when you are thinking about buying a mattress. And they are slipping the message to you in a seamless, non-interruptive way through a one-on-one digital dialog.

That’s why the futurists at Deloitte predict that within three years 45% of all media expenditures in North America will be in the social and mobile arenas.

It’s a seismic change on the media landscape that’s prompting a frantic race to figure out best practices and new technology. It’s keeping a lot of us marketers awake at night, as we lie on their mattresses.

Tasteful billboards? Yes, it’s possible.

by Jim Copacino

billboards

One of the symbols of overweening commercialism in our society is the glut of screaming billboards that line city streets and highways.

But every once in a while, outdoor advertising stops screaming and decides to charm us instead. Copacino+Fujikado’s out-of-home campaign for the Seattle Aquarium is a case in point.

The Aquarium’s target audience is families with children 5-14. We set out to delight and entertain young people and their parents with “fun facts” about the amazing animals on display. We created a world of surprising and educational bits of information, accompanied by artful illustrations, on billboards and buses throughout our area.

People loved them. They shared the images on social media. They asked for copies of the ads. The Aquarium turned the headlines and visuals into merchandise on sale in the gift shop. Most important, people came to see these amazing fish and mammals (attendance was up in 2014).

As it turns out, people don’t hate billboards. They hate being shouted at talked down to. They respond when advertisers offer entertaining, intelligent, and relevant information.

That’s why the Seattle Aquarium recently won Best Of Show at the prestigious Obie Awards sponsored by the Outdoor Advertising Association of America, recognizing creative excellence in out-of-home advertising. (Pardon us for a moment while we pat ourselves on the back.)

Thank you, Seattle Aquarium for your support and partnership. And thank you, jellyfish, sea otters, octopi, and all you other dwellers of the deep for being so darn fascinating.

seattle-aquarium-1
SEAQ-9224-octopus-billboard
SEAQ-9224-jelly-King