I will not lie. As a college student, Kraft Mac & Cheese makes up a large part of my diet.
And now, more than ever, am I interested to tell this to the world, thanks to a sneaky new Kraft Foods social media campaign. Working with ad agency Crispin Porter + Bogusky, Kraft is playing the childhood game of “Jinx.”
Over the past few weeks, anytime two individuals separately tweeted the phrase “mac & cheese,” Kraft would send each a link The first to click the link and respond with their home address receives five free boxes of mac & cheese and a t-shirt. The promotion is going by the name “Mac & Jinx.”
It’s nice to see a brand using Twitter as their primary campaign platform. Often, Facebook is used in conjunction with these contests, but Crispin Porter + Bogusky seem to be onto something. This agency is also responsible for the Burger King advertising over the past decade or so (which, for the most part, I find incredibly creepy and yet do their job since I can’t quite seem to get them out of my head).
Perhaps you have seen some of the other Kraft mac and cheese ads the agency has worked on, including the TV ads featuring kids complaining about their parent’s less than worthy Mac and Cheese. I found these commercials endearing and hilarious, and am glad to see that these smart ads were more than just a fluke.
Now, if you’ll excuse me, I have some yummy tweeting to get done. Fingers crossed!