Kraft rewarding Twitter users who tweet about Mac & Cheese

According to an article out on Mashable today, Kraft Mac & Cheese is tapping into a childhood game with a creative use of Twitter:

“Kraft Foods is resurrecting a childhood game and adding a modern social media element — Twitter — to get people talking about macaroni and cheese.

Under a new program quietly rolled out over the past few weeks, any time two people individually use the phrase “mac & cheese” in a tweet, they’ll each get a link pointing out the “Mac & Jinx.” The first one to click the link and give Kraft his or her address gets five free boxes of Kraft’s mac and cheese and a T-shirt.

The Mac & Jinx promotion is the latest offbeat effort for the brand from Crispin Porter + Bogusky, the envelope-pushing ad agency behind Burger King’s advertising over the past decade or so and Microsoft’s “Laptop Hunters” campaign, among others. Crispin’s other work for Kraft includes TV ads showing kids complaining that their parents eat their macaroni and cheese dinners and outdoor ads that reacted to consumers’ facial expressions.

The agency and the brand’s entry into Twitter comes as marketers have been generally slow to realize the platform’s potential, usually tacking on a Twitter component to a Facebook-heavy campaign. One exception is Gillette, whose fall 2010 campaign sought to respond to and alleviate irritated Twitter users on behalf of the brand’s Edge Shave Gel.”

About Fallon