I might not be a number one fan of Macaroni and Cheese, nevertheless, I feel that I owe it to my blogging integrity and my social media experience to pass on some kudos to the brilliant marketing minds behind Kraft’s latest social media driven campaign!
Campaign Idea & Objectives:
The idea of the campaign is rather simple: Twitter users have the chance to tweet about Kraft’s Macaroni & Cheese and the best tweets have the potential of being transformed into TV ads! The only qualification needed for the tweets is that they contain mentions of Mac & Cheese.
Kraft’s advertising agency, Crispin Porter + Bogusky, focused on going through Twiter and looking for just the right tweet.
Kraft and the agency have already picked out the 5 five tweets, and based on them, they wrote and shot 5 new ads.
Furthermore, one of the five chosen tweets should run during “Conan and Lopez Tonight” yesterday evening on TBS. The other four will only run on Kraft Mac & Cheese’s Facebook Page and Youtube.
As for Twitter, some tweeps seem excited about their tweets being chosen while others are busy retweeting @kraftmacncheese account as their way of support.
Opinion & Lessons Learned:
Although some people actually felt that this campaign is an imitation of Old Spice‘s campaign, I personally think it is creative and fun!
Moreover, and though the ads themselves were not that great, I think the campaign’s objectives were very well planned and executed.
So, what can we learn from this campaign?
- Time is of the essence: The campaign’s buzz is not nearly what it should have been and I think it’s because Kraft were in a hurry. Sometimes, you are able to get more feedback and exposure solely based on the time you give your social media followers to catch up on what you are doing.
- People enjoy being famous: If you can actually make your followers famous, they will love you for it!
- Don’t stop at creativity: If your campaign idea is creative, it doesn’t mean it will definitely work! Try your best to apply total quality management from the time and idea is born up until the final stage of its execution.
- Listen to your audience: If nothing else, Kraft will definitely get more loyal customers based on its campaign since it made them feel appreciated and showed them that the brand, Kraft, cares about their opinions and insights.
What do you think of this campaign? Did you participate in it? And what do you think was missing in the campaign?
Looking forward to your feedback and insights down below… :)