Mac & Cheese turn tweets into ads

If you get a mission to "shoot a series of commercials, five every day, no script, no scope, the only requirement is for consumers to participate", what would you do? Can't you think of a good answer? Consider the Mac & Cheese Macaroni Practices of Kraft Foods (Kraft).

To design a consumer involvement is not difficult, it is difficult to make consumers willing to participate and wonderful to be worth seeing. Let netizens create their own content (UGC user generate content) This kind of activity, usually the number of participants is not high, one, not everyone is a creative master, always feel that their work is not on the table, and, if the lower participation threshold, as long as the individual can say two words, Although the content of the upload is changeable lively, but still have wonderful works not easy to appear problems.

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How to balance the easy and exciting dilemma that Mac & cheese do. She had an event to invite a wide range of netizens to participate, as long as you write a tweet about Mac & Cheese on Twitter, your tweets have a chance to be made into commercials, play on TV, cool!

Think of the use of Twitter to let consumers participate is not severe, is as long as the netizen casually word, she can turn the gold. Mac & Cheese picks up five tweets every day from a plethora of Twitter-writing Macs & Cheese, from consumers ' simple words, such as: "Now I want Mac & cheese", or "Can't Stop thinking about Mac & Cheese ... , the production team will develop five 30-second ads a day, one of which will be aired on the Conan and Lopez tonight of the TBS channel and four on the Mac & Cheese Facebook fan page.

"Now I want Mac & cheese", a tweet written by a schoolboy, turned into an ad and became like this: in the "No Bird news headlines" on the podium, the male anchor SNG wired to "the reporter at the scene kelli","is the host, I can be sure Mac & Cheese has been cooked, "said Kelli back to see, but is still in the slow bar cooking in the chef, had to embarrass the camera to say:" Now I want Mac & cheese...".

In the tweets that have been made into advertising, there are only a short sentence, I really have to admire those who write scripts, is how to make up. And the scene, the role of change, a moment is the living room, a moment is a meeting room, and then become a hospital, in short, she is capable of a sentence into advertising. To see more videos, you can find them here.

Me era, to convey the consumer care, not the brand to say.

To complete instant authoring such as Mac & Cheese, producing five of episodes, scenes, quality, and actors in a single day, is a new endeavor and a challenge for any advertising company or brand owner. This is quite different from the usual practice of fine carving, scripting, PPM, camera, post system, a copy, B copy and so on.

Brand owners must work closely with the production team, or even full authorization, may even organization, operation mode will follow the advent of the digital era change. Write good words of the copy into the screenwriter, to be able to quickly produce the plot; Pay attention to the landscaping, lighting production house to be more like the national big stuffy pot team, the morning of news events, it is necessary to immediately decide "that the news has a terrier, who to play, how to play, what is the content ..." and at Night Live live broadcast, Isn't that what Mac & Cheese are doing?

The predecessor to the launch of the event at Mac & Cheese is a successful activity that also uses Twitter-mac & Jinx, which is simple, as long as any two people write to Mac & Cheese at the same time in the tweets (defined as: In 10 minutes, Kraft will randomly select two and send a winning message to them, as long as any one of them presses the link in the message, leaves the address, and receives five boxes of free Mac & Cheese and a T shirt.

▲ If you're wonderful with another person in the world, push the Mac & Cheese have a chance to win the lottery.

It is said that this activity has created more than 1.5 million push-friends to participate in the push, it is because of the success of this leading activity led netizens to write the habit of Mac & Cheese, extended the push-text into advertising activities.

Kraft Food with step-by-step, guide users to develop the habit of interacting with the brand, such a result is not a speedy and not necessarily will be successful, but if you do not start to take the first step, this day will never come.

This article source: Marketing funs