The brand creatively mines Tweets to develop ads and promotions.
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.