Kraft Mac & Cheese Launches “Smile Tagging,” Partners With Cheezburger

While many brands are attempting to rack up as many Facebook “Likes” as possible, Kraft Macaroni & Cheese has introduced its own version of the “Like” button: smile tagging.

The brand launched a smile tagging Page on Facebook Tuesday. An icon on the page instructs visitors to “Get the Smile Tagging button” by dragging it to their browser’s bookmarks bar. After that’s installed, if users see anything they like on the web, they can activate the button, which uses their computer’s webcam to take a picture of them smiling.

That picture is then sent to the smile tagging Facebook Page. Users can also share their smiles via their Facebook walls or on Twitter. Anyone who clicks the smile will be taken directly to the page that the user was smiling at. In addition, some sites will have smile tagging, including I Can Has Cheezburger

Ben Huh, CEO of the Cheezburger Network, says the brand tie-in is the biggest his site has done. “Cheezburger is looking to create unique and creative opportunities for brands while making the user experience fun,” he says.

For the Kraft brand, this is the latest in a line of attention-getting social media campaigns conceived with ad agency Crispin Porter + Bogusky. The brand and agency teamed up in March for a program that pitted two people who tweeted about “mac & cheese” at the same time against each other to earn prizes. Later that month, the agency created five TV spots within 24 hours based on followers’ tweets. One of the ads ran on TV that night.

Carolyn Clark, associate brand manager for Macaroni & Cheese, says the goal of the campaign is to engage consumers. “There’s an emotional aspect of Macaroni & Cheese,” she says. “It brings joy and happiness, so we’re linking it to other experiences.”

More About: crispin porter + Bogusky, facebook, Kraft Macaroni & Cheese, twitter

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