Kraft Macaroni & Cheese’s Mac & Jinx game on Twitter is an excellent representation of a social media campaign that is designed to generate a memorable and meaningful idea.
Mac & Jinx is an interactive game developed by the ad agency, Crispin Porter + Bogusky, which is based on the traditional kids’ game of jinxing. The game is simple, easy to understand, fun and non-intrusive.
How it works:
When two people tweet about mac & cheese, they each receive a message and the first one to call “jinx” by clicking on the URL wins five boxes of mac & cheese and an official Mac & Jinx T-shirt.
Why it works:
By simply searching a given key term and identifying two people who tweet about the same phrase at the same time, Kraft is able to track down potential fans on Twitter using this low-cost method. The benefits of this campaign include improving goodwill, increasing their follower base and creating positive word-of-mouth buzz on the social network.
This campaign proves that a big budget is not necessary to generate big results, but rather that some of the most effective campaigns come from small budgets that are able to deliver substantial impact.
Source: http://mashable.com/2012/02/26/clever-social-media-campaigns/