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Wheat Thins has launched a new video based social media campaign called “The Crunch is Calling,” centered around a youtube channel. It documents their mobile team (complete with branded vehicles and forklift) as they bestow large amounts of crackers to unsuspecting fans. One of the first surprised fans, Tabitha Hancock, sent a Twitter message out that any consumer brand would love to share:
“AAHHHH Im outta wheat thins … Mi life is officially over!”The result is below – and hilarious. (Can’t see the video? Watch it here) This content is quite sharable, as are the crackers. The campaign is definitely content first and less focused on broad consumer engagement. Nothing bad about that mind you, unless you are a social media purist. Apple’s entire social media presence is basically free of customer engagement, but their brand is very shareable. The fact that they are incorporating their fan’s Twitter messages as the launch point and keeping track with their own Twitter account, @CrunchIsCalling, should create plenty of buzz and opportunity to connect with consumers. Wheat Thins is working with Chicago based agency, the Escape Pod, who told the NY Times that the goal of the campaign was to generate conversations from Twitter users about the brand and to grow their Twitter follower base. They are well on their way. (via the NY Times)]]>