Kraft’s Mac & Cheese Campaign: Turning Your Tweets Into TV Ads

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!

Kraft's Mac & Cheese

Kraft's Mac & Cheese

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.

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How a BBQ Business Becomes Viral — Learn SM by Example

A mobile food truck by any other name is still a mobile food truck, whether it serves sesame-dipped tacos or sherbets.

Kogi BBQ, the mobile food truck in question is not a modern business, per say. After all, all they did — product-wise — was replace the ice-maker with a grill. Their real innovation, which goes beyond being a campaign and turns into downright business brilliance, is using Twitter to give their mobile food truck business, some, um, @oomph.

Idea and Objective:

The Kogi Korean BBQ taco truck travels all over LA to sell tacos. Traffic, police, and other issues sometimes prevented it from being in the exact spot each time.

The solution? A Twitter account! The people working on each mobile food truck keep their Twitter account updated with their whereabouts, special deals and also tell people if they are going to get delayed by traffic. They even tell people what the weather is like — dress warm tonight, honey.

The vehicle has emerged as a social-network hippie-movement in LA, gathering crowds of 300 to 800 people each time it parks (often several times in an evening) affectionately referred to as “Kogi kulture.”

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