Food brand Kraft has stepped up its online marketing strategy, which will also help their SEO as it launches its first social media campaign. The food giant will launch its new campaign on behalf of its coffee brand ‘Mellow Bird’s', which will build on its strapline created last year, ’Born to be mild’.
Kraft will also be marketing through other mediums, such as TV advertising, where it seeks to reach a younger audience. It aims to target students in order to give the campaign an ‘anti corporate’ feel. An extended version of the TV campaign will also launch on video-on-demand services.
The social networks which will be a part of Kraft’s strategy include: Facebook, Twitter and other blogs. The brand is due to launch simple games on Facebook, illustrated by DJ Fly-Poster and Nike t-shirt artist Mark Ward. The games are created by digital advertising agency Work Club, who have also designed games ‘Pet the Puppies’ and ‘Flick the Switch’, which times how many times they hit their space bar within ten seconds. Players of the new Mellow Bird’s game, will be encouraged to post the game on their Facebook page, enabling their friends to play and compete using a scoreboard.
The game will also have an inbuilt widget which will allow users to post games onto Twitter and other blogs. This all comes after Kraft’s successful bid in taking over chocolate confectioner Cadbury, in an £11.7 billion takeover.
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