CPG giant focuses on Twitter to promote "Macaroni & Cheese" brand.
Kraft Foods will select five tweets about macaroni and cheese today and plug one of them into a cable TV spot tonight. The ad will run during TBS's late-night talk shows "Conan" and "Lopez Tonight."
With the help of agency Crispin Porter + Bogusky, a total of five commercials will be produced in the next several hours. The four that don't appear on TBS will be shown on Kraft's Facebook page for its "Macaroni & Cheese" product line. Kraft is calling the initiative "Mac & Cheese TV."
Noelle O'Mara, senior brand manager for Kraft Macaroni & Cheese, told ClickZ via email, "The tweets need to mention macaroni & cheese, and we are selecting the ones we feel will make the most interesting and entertaining TV commercials."
Chicago-based Kraft announced the campaign on the brand's Facebook page around noon EST today. The initiative follows a "Mac & Jinx" effort by the brand on Twitter that was also designed by Boulder, CO-based Crispin Porter + Bogusky.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT