The innovation of social media has not only changed our social lives, but the way companies market their brand or product. Now social media acts as the interaction between the company and the consumer without road blocks.
Today companies, school organizations, artists, musicians and more all use social media as a marketing tool. This use of social media is going to be utilized more and more in the near future and has already had an apparent effect on even established brands.
Kraft Macaroni & Cheese decided to start a new campaign recently and use the newer free promotional tools social media has to offer.
The campaign is directed towards an older generation, which shares the notion that Kraft Macaroni & Cheese is not only loved by kids, but by adults as well. Kraft released a TV commercial with a new slogan "you know you love it," showing an adult's love for the product.
With the start of a new campaign underway, Kraft had to develop new ways to promote their product. They did this by aiming at Twitter because of the platforms popularity with more of the adult audience.
So far Kraft has done 3 programs in an effort to build social media engagement: Mac & Jinx, Mac & Cheese TV and Smile Tagging.
I think that campaigns such as these will become more prevalent with companies and integrating social media into the overall marketing plan will start to take hold as well. Businesses should take note that times are changing and social media is now taking a place in the marketing world.
All 3 of Kraft's programs call for Twitter users to tweet about mac & cheese or to be engaged in an activity to win something from the company. For more of an overview on Kraft's new campaign and the success they have had using Twitter, check out Todd Wasserman's blog that gives an overview of Kraft and it's new campaign and programs on Masable.
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I think that what Kraft doing was a pretty unique and effective way to campaign. It obviously worked because it got Kraft trending on Twitter. We have learned from the first three blog posts on this this blog that advertising and marketing through social media is one very effective and is now the future of marketing.
ReplyDeleteWhat Kraft is doing is defining the term, integrated marketing in a nutshell. Combining all methods of marketing to display to a particular audience their importance to the consumer. They will do anything to reach the desired target audience and right now that is through social medias. Social media platforms are gaining popularity. Just like iPads are replacing computers, social media platforms are replacing tv and magazine ads. Eventually, there will be something new to replace social media platforms.
ReplyDeleteKraft is doing a great job of getting their product out there through social media. They are finding three effective ways to get their product known. They are not only telling people to use Twitter to tweet about their product but they are using incentives, such as if they tweet about macaroni and cheese their tweet can be used in part of Kraft's TV ad or they can win free t-shirts.
ReplyDeleteThis blog shows how, once again, social media is a great way to market your product. Kraft can target many individuals from the "older generation" by joining Twitter and getting their product out there.