Since most of last night’s conversation centered around social media ROI and the important metrics to measure, I stumbled upon this article and thought it tied in nicely to the topics discussed. In an attempt to get Mac & Cheese added to the Big Mac, Kraft created a social campaign to engage both Kraft and McDonalds customers alike, to make the push. At WheresTheMac.com, you’ll be able to use Kraft’s pre-populated tweets to send a “Where’s the Mac” tweet to McDonald’s, draft a personalized tweet, and fill out McDonald’s corporate feedback form to ask that the company add Kraft Mac & Cheese to the Big Mac. “For years, we’ve seen our fans add Kraft Mac & Cheese to their burgers from the comfort of their homes,” said Christina Brown, Associate Brand Manager at Kraft Heinz. “But why can’t we make it easier for comfort-craving enthusiasts? We believe that the time for change is now, and we are hopeful that America’s most iconic burger, the Big Mac, will start to add the most important mac of all.” After tweeting, to further incentivize participants, those who make the plea will also receive a free box of mac and cheese to make their own proper Big Mac and Cheese at home.
I thought this was genius. Instead of taking a cookie cutter approach of entering into a partnership agreement with McDonald’s, they placed it in the hands of the consumer. This was more than a simple awareness play. Last night we spoke about social listening, not only engaging an audience but also having them advocate on behalf of the company, and I believe Kraft did just that.
What are your thoughts? What do you think success will look like for Kraft, beyond having McDonalds agree to the addition, in terms of achieving their business objectives through this social campaign?