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Kraft Foods Launches Twitter Campaign For Jell-O Pudding

May 8, 2011: 05:48 AM EST
Kraft Foods plans to launch a Twitter-based marketing campaign for its Jell-O pudding brand. MDC Partners' CP&B designed the "Mood Monitor" social-media marketing campaign to send coupons to Twitter users who tweet messages that include ":(", the Twitterverse's symbol for a frown face, and requires users to reply with ":D", the symbol assigned by the marketer for "pudding face" – the smile brought on by eating pudding.  Kraft will only turn on the program when smiley faces on the U.S. section of Twitter fall below the 51% average. Kraft unveiled the campaign with a television commercial showing a father trying to hide his "pudding face."
E.J. Schultz, "Turning the Frown Upside Down: Kraft's Jell-O Plans Twitter Mood Monitor", AdAge, May 08, 2011, © Crain Communications
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