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Twitter Used to Crowdsource Kraft Mac & Cheese Commercials

The brand creatively mines Tweets to develop ads and promotions.

Lisa Baldini
Lisa Baldini on March 30, 2011.

In a play that rings close to the Old Spice campaign and Uniqlo’s tweet bartering, Crispin Porter + Bogusky have devised an inventive way to crowdsource the actual content of their commercials. The project hinges on a contest system that turns consumers’ tweets into the the star of the commercials, in addition to tie-ins with TBS’s Conan and Lopez tonight.

However, this is not the only Twitter-happy project up Kraft’s sleeves that Ad Week reports:

Crispin Porter + Bogusky has developed a fun new Twitter game called “Mac & Jinx” for Kraft Macaroni & Cheese. It’s based on the old children’s game of Jinx, which is played when two people (usually unintentionally) say the same thing at the same time. (Typically, the person who’s then first to say “Jinx!” jinxes the other person, who is subsequently barred from speaking until he or she is released from the jinx.) Mac & Jinx works similarly—it uses an algorithm to monitor people who utter the phrase “mac and cheese” on Twitter, randomly selects pairs of them and sends them @ messages and a link offering free Mac & Cheese to the person who responds first.

Why focus on Twitter? With Facebook’s limitations on privacy for measuring earned media and sentiment and limitations of its custom tabs, Twitter appears to provide a more open system for brands to take their messages to greater creative heights.



Mac & Cheese TV

[via AdFreak.com]

TOPICS: Advertising, Branding & Marketing, Web & Technology
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Lisa Baldini

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Lisa Baldini is a regular contributor to PSFK.com. As a student of Graham Harwood, Luciana Parisi, and Matthew Fuller, Lisa's interest in technology lies in how culture is changed from the bottom up through history, materiality, databases, user experience, and affective computing. A student of social media marketing, she sees how people try to engage consumers through technology and how much failure is at hand by misunderstanding the medium. A teacher at heart, she writes and curates in an effort to link the knowledge derived between the academic, art, and business worlds.

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