Kraft Mac & Cheese: new frontiers in social media

Twitter-related marketing activities are getting more audacious. Creating hashtags and promoted tweets are so um…er…2009. Kraft Foods and Crispin Porter + Bogusky have created a campaign urging people to tweet using the words Mac & Cheese. The big idea?

Kraft and the agency will pick 5 tweets, and write and shoot ads based on them this afternoon. All the filming is taking place in a studio with multiple sets in Los Angeles. One of the five will run during Conan and Lopez Tonight this evening on TBS. The other four will run on Kraft Mac & Cheese’s Facebook Page.

Intense involvement with a category leading to voluntary participation in Social Media is kinda expected with categories like mobile phones, computers and so on. You see people voluntarily talk about their latest gadgets, brand name and all. But with relatively low involvement categories, I guess capturing the imagination of the consumer – like what Old Spice did – is key when it comes to Social Media participation. The Mac & Cheese idea may not have the scale of the Old Spice responses campaign, but producing a TV spot and airing it within a day is quite something.