Kraft Hits All Viral Buttons for Twitter Video Campaign
Recall that it was Kraft that had the good sense to step in and hire homeless voice-over artist Ted "Golden Pipes" Williams to a contract soon after YouTube discovered him panhandling by the side of a highway.
The TV ad with Mr. William's smooth voice-over made the Viral Chart at No. 7 in January. But it turns out that was just a toe dipped in the viral waters by CP&B, which has landed Kraft Mac and Cheese back on the chart last week, at No. 2, for a campaign that looks a lot like a less-funny version of Old Spice's "The Many Your Man Could Smell Like."
Old Spice "Responses" worked because Isaiah Mustafa made videos responding directly to commenters on YouTube. Kraft is doing something similar, only they're creating videos based on Twitter posts (apparently there
are many) about Kraft Mac and Cheese.
For example: @jamesgreer tweets: "Don't joke about mac and cheese" and Crispin interprets it in video form with a ninja attack ("Ninja Please") with someone who isn't taking it seriously enough. @J_Marie_Trim tweets "Can't stop thinking about Macaroni Cheese" and Crispin creates a video of two guys who can't stop thinkingabout macaroni and cheese. You get the picture.
So far 11 of these videos are collected on the Kraft Macaroni & Cheese Facebook page, along with the tweets as they roll in. How many will Crispin make? (Weiden & Kennedy made hundreds of Old Spice "Responses" videos.) Tune in next week.
The Most-Watched Campaigns of the Week
| Rank | Last Week's Rank | Brand | Campaign | Agency | Current Week's Views*
| % Change in Views** |
Watch
|
|
1
|
1
|
Skittles
|
Touch the Rainbow
|
BBDO
|
1,183,456
|
-59%
|
|
|
2
|
NEW
|
Kraft
|
Mac & Cheese TV
|
Crispin Porter + Bogusky
|
1,085,413
|
NEW
|
|
|
3
|
NEW
|
Fage
|
Plain Extraordinary
|
Mullen
|
1,035,322
|
NEW
|
|
|
4
|
3
|
SunDrop
|
Drop It
|
MTV Scratch
|
991,247
|
-13%
|
|
|
5
|
5
|
Evian
|
Live Young
|
BETC Euro RSCG
|
955,463
|
-8%
|
|
|
6
|
NEW
|
Google
|
Gmail Motion
|
NA
|
949,282
|
NEW
|
|
|
7
|
6
|
Volkswagen
|
The Force
|
Deutsch
|
902,090
|
10%
|
|
|
8
|
NEW
|
Downy
|
Mike in the Window
|
Grey
|
878,419
|
NEW
|
|
|
9
|
4
|
Adidas
|
All In
|
Sid Lee
|
789,702
|
-29%
|
|
|
10
|
8
|
Blendtec
|
Will it Blend?
|
In-House
|
657,654
|
-13%
|
|
Source: Visible Measures
---
Thomas Pardee is a Digital Lead at Advertising Age. You can find the original article here.
The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.
*See our Top Ad Campaigns page for our methodology.
**Indicates percent change in views compared with the same period the week before.
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