On the heels of the wildly successful Old Spice commercials and video responses to comments left on Old Spice’s various social networking outlets, Wheat Thins manufacturer Kraft Foods/Nabisco rolled out their own socially driven ad campaign this week.
The ads, which began running Monday, feature tweets mentioning Wheat Thins crackers in a positive light. Every tweet featured results in a surprise visit to the tweeter to deliver a gift that fits into the theme of their tweet. The tweet is clearly displayed along with the tweeter’s Twitter username at the beginning of the ad.
It’s the latest in a growing trend of involving social networking in advertising campaigns, and it’s proving effective. According to Marketing Daily, the combined efforts of Wheat Thins YouTube channel and Facebook page have drawn over 600,000 video views in the past three weeks.
The first ad begins with a tweet from user Tabitha who wrote, “AAAHHHH … I’m outta Wheat Thins … Mi life is officially over!”. “The Crunch is Calling” Wheat Thins team then arrives to meet Tabitha and presents her with her gift. In her case, it’s a warehouse pallet of Wheat Thins left in her driveway.
Since Tabitha’s ad only began airing on Monday it’s too early to determine the long-term effectiveness of this social strategy on Wheat Thins sales. However, the early figures from the YouTube channel and Facebook page are very promising. As is the fact that Kraft Foods/Nabisco has jumped on the bandwagon of embracing the social in social networking. Score one for social media buffs!
Social Media