“Smile” For Kraft
Some companies have chosen to embrace social media by creating social media networks on one or more of the many social media platforms. But Kraft Macaroni & Cheese has gone one step further and created a new form of social interacting called “smile tagging.”
The idea behind “smile tagging” is for users to share web sites that make them smile by using their web cams to take photos of themselves smiling at a web site and posting it to a Facebook Fan Page. When other users click on the smile photo they are immediately taken to the page the originator was looking at.
This is a huge win for Kraft and might possibly be the start of a brand new social media craze.
Big Thinking; Big Rewards
The idea is to drive traffic to the Kraft fan page. By posting photos of people smiling the company is hoping to leverage a person’s natural curiosity. More importantly, this new program is going to generate a great deal of attention and drive people to the Fan page. This is exactly the type of “big thinking” companies need when they start thinking about social media. It’s fine to do the basics (like joining Twitter and creating a Fan Page) but there’s nothing wrong with creating an entirely new social media idea.
I don’t know what sort of sites will get tagged, but no doubt the company is checking each one carefully.
At least, I hope they are.
While many brands are attempting to rack up as many Facebook “Likes” as possible, Kraft Macaroni & Cheese has introduced its own version of the “Like” button: smile tagging.
The brand launched a smile tagging Page on Facebook Tuesday. An icon on the page instructs visitors to “Get the Smile Tagging button” by dragging it to their browser’s bookmarks bar. After that’s installed, if users see anything they like on the web, they can activate the button, which uses their computer’s webcam to take a picture of them smiling.
That picture is then sent to the smile tagging Facebook Page. Users can also share their smiles via their Facebook walls or on Twitter. Anyone who clicks the smile will be taken directly to the page that the user was smiling at. In addition, some sites will have smile tagging, including I Can Has Cheezburger
Ben Huh, CEO of the Cheezburger Network, says the brand tie-in is the biggest his site has done. “Cheezburger is looking to create unique and creative opportunities for brands while making the user experience fun,” he says.
For the Kraft brand, this is the latest in a line of attention-getting social media campaigns conceived with ad agency Crispin Porter + Bogusky. The brand and agency teamed up in March for a program that pitted two people who tweeted about “mac & cheese” at the same time against each other to earn prizes. Later that month, the agency created five TV spots within 24 hours based on followers’ tweets. One of the ads ran on TV that night.
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