The latest Kraft Macaroni & Cheese online campaign involves "smile tagging" to essentially spread happiness on Facebook. Users install a smile tagging browser button from Kraft on Facebook; from there, they can click the button anytime they come across a link or website that makes them smile.
The smile tagging button activates the user's computer camera, snapping a photo of the user smiling. That photo goes to the Kraft Macaroni & Cheese Facebook page, where other Kraft fans can click directly on a smiling photo to be taken to the same link.
The campaign aims to align Kraft Macaroni & Cheese with positive emotions. "There's an emotional aspect of Macaroni & Cheese," said Carolyn Clark, an associate brand manager for Kraft Macaroni & Cheese. "It brings joy and happiness, so we're linking it to other experiences."
Do you plan to install the smile tagging button?