Nabisco surprises brand advocates with new cross-channel campaign
Published July 28, 2010
Nabisco is taking social media users by surprise with a new integrated digital marketing campaign that combines national television commercials with social media, reports MediaPost.
The initiative, which promotes Nabisco's Wheat Thins product, has the company's "Crunch Team" travelling across the country to surprise unsuspecting brand advocates who tweeted about the snack. For example, one Wheat Thins connoisseur remarked "I'm outta Wheat Thins ... Mi [sic] life is officially over!" The Crunch Team visited her with a pallet full of the product, ensuring the issue would not arise again.
Nabisco's commercial hit airwaves on July 26 and will run for two weeks. The ad was originally uploaded to YouTube in June, where it generated more than 500,000 views over the course of a month. Since releasing the original video, the company has recorded two more, with plans to continue the campaign.
Kraft, owner of the Nabisco brand, is a strong advocate of utilizing emerging platforms. Earlier in 2010, the snack company encouraged users to submit recipes via YouTube that involved its products and it released an educational cooking application in July.