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One of These Companies Gets 2.0, One Doesn’t

Nothing better illustrates how out of touch some marketers are than comparing social media campaigns by two big food companies in the past month.

Kraft Foods launched a campaign to provide millions of meals to needy people. Kraft asks that in exchange for six meals, you add its application to your Facebook page. It also asks you to invite friends to add the application. Of course, this is cheap advertising for Kraft, since viral campaigns on Facebook reach many eyes that aren’t part of the paid advertising package. According to the Kraft page, it pays 40 cents for six meals and its dollar-for-dollar commitment is $200,000.

Just after I first saw the Kraft app, Burger King started a campaign to promote its own application on Facebook. This one asked Facebookers to cut 10 friends in exchange for a sandwich, and to post a notice bragging about it.

You tell me, which one of these companies gets  Web 2.0?

adrielhampton

Adriel Hampton is a writer, strategist, and sometimes mindfulness practitioner.

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3 responses to “One of These Companies Gets 2.0, One Doesn’t”

  1. The Burger King thing is really retarded. Whoever came up with that, obviously doesn’t have a facebook account themselves – or doesn’t actually use it.

    Heres a piece of advice, if you aren’t a “user” of said social network, you don’t get to make decisions on how your company leverages that social network.

  2. Burger King was just ridiculous. They don’t get it at all. Kraft is a no brainer to the other extreme because it uses a social network in the way it’s meant to be used by connecting and helping people. It’s textbook of what social media is and how to take advantage of it.

    Now Dentyne has an interesting campaign right now called facetime. And in order to encourage people to get off the computer, their website has a timer and the site is “designed” so that you can browse the whole thing in 3 minutes. And after three minutes you are kicked off the site and told to go get some facetime with the real people in your life.

    Just good PR and a nice message, that makes sense. Unlike unfriending people on facebook for a burger.

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