Kraft Hits All Viral Buttons for Twitter Video Campaign

Like Old Spice's 'Responses,' Kraft Makes Videos Based on Tweets About Mac and Cheese

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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 thinking about 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.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Skittles Touch the Rainbow BBDO 1,183,456 -59% Skittles: Touch the Rainbow
2 New Kraft Mac & Cheese TV CPB 1,085,413 New Kraft: Mac & Cheese TV
3 New Fage Plain Extraordinary Mullen 1,035,322 New Fage: Plain Extraordinary
4 3 SunDrop Drop It MTV Scratch 991,247 -13% SunDrop: Drop It
5 5 Evian Live Young BETC Euro RSCG 955,463 -8% Evian: Live Young
6 New Google Gmail Motion N/A 949,282 New Google: Gmail Motion
7 6 Volkswagen The Force Deutsch 902,090 +10% Volkswagen: The Force
8 New Downy Mike in the Window Digitas 878,419 New Downy: Mike in the Window
9 4 Adidas All In Sid Lee 789,702 -29% Adidas: All In
10 8 Blendtec Will It Blend? In-house 657,654 -13% Blendtec: Will it Blend?
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