Kraft Canada is inviting consumers to enter its Facebook battle zone to participate in a series of challenges as part of a larger marketing campaign for its Kraft Dinner brand.
The effort launched Jan. 9 with a television commercial driving viewers to the KD Facebook page where they can learn more about the first challenge, called KD Bombing.
The challenge is a playful take on photo bombing, which is the art of ruining other people’s photos, and quickly overtaking planking as the latest craze.
“It ties into what our consumers are playing with online,” said Jordan Fietje, senior brand manager at Kraft Dinner, referring to the number of these pictures that end up online.
For the challenge, consumers are asked to upload a photo that includes Kraft Dinner (in the box or in a bowl) in an unexpected way.
For instance, one submission on the site shows a man who appears to be taking a nap on the beach, with someone in the background holding a box of KD.
There are five challenges in all, each running for two weeks. At the end of each challenge, the top three photos with the most votes will be highlighted on the site. Rather than a prize, the three “winners” walk away with “infinite bragging rights.”
As of Friday the number of KD Facebook fans had increased by 8,000 to just over 128,000 members, said Fietje.
“I hope it will pick up even more than that, but it’s a good sign,” he said. “It shows how much love these consumers already have for Kraft Dinner and they’re chopping at the bit to start talking about it with a program like this.”
A video on the Facebook page explains how the challenge works, and features the same two twenty-something males who appear in the television commercial.
Following the “challenge” theme, the two men in the ad are seen trying to get the other’s bowl of Kraft Dinner. Their witty banter matches up nicely with the spirit of the KD brand, said Fietje. A second television commercial is expected to launch in the coming weeks.
Taxi 2 developed the television commercials and Facebook portion of the campaign, while MediaVest handled the media buy.
