Thursday, February 9th, 2012
This year, Kraft will meet the holidays with an internet twist?a Facebook twist that is.
The food manufacturer has invested in a new application on the renowned social networking site Facebook. Last December, Kraft teamed up with SocialVibe to a release a marketing campaign with a cause-related agenda: for every Facebook user that uses the Kraft application, the food manufacturer will donate six meals to hungry families via the Feeding America charity.
Two weeks after its release, the Kraft-Facebook application has already translated to 1.4 million donated meals. And the food company has promised to provide up to 3.2 million meals for the program. With its current pace, the company is on track to fulfill this promise.
Analysts claim that giving Facebook users the incentive of charity is a key factor to the campaign?s success. ?There have been a lot of applications where people are ignoring them,? said Adam Broitman from Crayon?the media agency that advised Kraft. ?We had a number of conversations about how to get around that. One of the things that came to mind is you can go into a community by yourself and put your brand stake in the ground or you can meet someone in the community and have them intro you around.?
