Kraft Voices Twitter Love for Valentine's Day

CPG brand returns to the tweet well with help from formerly homeless voiceover star Ted Williams.

tedFew brands have attacked Twitter marketing as originally as Kraft Foods, and the CPG company is at it again for Valentine’s Day. With Promoted Tweets and a Facebook app, Kraft is encouraging Twitter users to tweet the hash-tag #VoiceOfLove through tomorrow, donating 100 boxes of its Macaroni & Cheese product to Feeding America for every instance.

Twitter users are being directed to create a Valentine’s Day tweet with the hash-tag. Ted Williams, who was plucked out of homelessness to be the voice of the brand a year ago, is verbally recording some of the tweets and posting the video/audio to YouTube.

The campaign was created by Crispin Porter + Bogusky and follows other intriguing Kraft initiatives centering on Twitter from the past year. For instance, in March 2011, Kraft selected five tweets about macaroni and cheese and plugged one of them into a cable TV spot. The initiative, which was called “Mac & Cheese TV,” came on the heels of a February 2011 effort called “Mac & Jinx.” With a nod to the childhood “Jinx” game, whenever two people simultaneously tweeted “mac and cheese”, they got a link for the contest. The first one to click the link and submit a home address won five free boxes of Kraft’s macaroni and cheese product and a commemorative T-shirt.

(Read an exclusive Q&A with a Kraft brand manager about social media marketing here.)

Walgreens Asks Facebook Users to Play Cupid

Walgreens is utilizing a matchmaker-styled Facebook app that’s designed to capture Valentine’s Day retail market share. The “Play Cupid” app encourages consumers to pick two friends on the social site while suggesting they get together for the romantic holiday.

App users can put their friends’ photos into one of nine customizable images – depicting attire from formalwear to lederhosen – before posting the pictures to their Facebook pages. Each finalized image presents the user with a list of Valentine’s Day gift ideas from Walgreens, including items like roses, chocolates and cologne, according to Digitas, the agency behind the campaign.

 

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource