The crunch is calling: Wheat Thins goes after Tweeters in new campaign.

January 26, 2011

Been seeing some new creative for Wheat Thins (Nabisco/Kraft), done by The Escape Pod in Chicago. (Full disclosure: I’m a fan of Vinny Warren and his agency and Lord knows I’ve done my share of work for Kraft.) From an execution standpoint, the commercials are variations on one of advertising’s oldest formulas, the man-on-the-street. Heck, Candid Camera did stuff like this in the fifties. But seen through the prism of social media, the old saw has new teeth, making the campaign fun and timely. The work also supports my view that modern “social” advertising is quite a bit more old-fashioned and promotional than the So-Me gurus like to think.

The concept? Wheat Thins monitors Twitter for dubious comments regarding the cracker –or is it a snack? When they find one that suits their agenda, Wheat Thins sets out in a branded van, locates the Tweeter, confronts him or her on camera, and after a bit of repartee, rewards the surprised person with boxes of product. It’s done to look on the fly (shaky camera, video as opposed to film) and for all I know it is. The commercials aren’t in themselves remarkable. But by monitoring and reacting to a twitter feed, the brand makes a contemporary statement.

The other cool thing about this work is the copy comes from the consumer, in the form of real tweets. For example, one called-out tweet challenges the campaign’s integrity, calling it “uber-fake.” The brand team shows up: “Am I uber fake? Does that pallet of Wheat Thins look uber fake?” By capitalizing on uber reality the brand seems relevant and fresh -good things if you’re a snack.

For more on this campaign, an article from the New York Times.

10 Responses to “The crunch is calling: Wheat Thins goes after Tweeters in new campaign.”

  1. […] This post was mentioned on Twitter by Steffan Postaer and Michael Collier, Benji Greenberg. Benji Greenberg said: RT @Steffan1: The crunch is calling: Wheat Thins goes after Tweeters in new campaign.: […]

  2. theescapepod said

    stefan, thanks for the kind words. i loved doing this one. and in this instance it went swimmingly well. that is exactly what happened and that’s pretty much real time. it took about 20 seconds. derek was stunned.

    and you nailed the essence of the idea. consumers write the copy and we just ask them if they did indeed write the copy. and they are surprised and agree that yes, they did indeed write the copy.

    anything to get out of actual writing 😉

  3. […] Thins that are, in fact, “uber-real.” As recently departed Euro RSCG creative chief Stefan Postaer notes on his blog, the candid-camera bit isn’t very new, but the melding of social media with broadcast spots […]

  4. Bill Ericson said

    If this is so real, why is the Tweet from Portland, yet the kid is coming out of a Venice Beach, CA hotel, (not even an office or apartment building) which I have stayed in called Hotel Erwin. Look it up.

  5. theescapepod said

    Ha. i looove this.

    very happy to explain. @tzederek is from portland (just like it says on his twitpage) but we were shooting in the LA area. and it would have been cost prohibitive to go all the way to Portland for one shoot. so we told derek’s mom (who was in on the gag) to tell him she won tickets to see the LAKERS (derek is a fan). we flew the family down to LA for the weekend and we put them up in the ERWIN hotel in Venice.

    It would be a million times harder, if not downright impossible, to “fake” these if you think about it. and it would be zero fun.

  6. theescapepod said

    our guy’s twitter handle is @tzeoderek, not @tzederek. oops!

  7. […] Steffan Postaer, Chairman and Chief Creative Officer of Euro RSCG Chicago, who wrote it up on Gods of Advertising: “From an execution standpoint, the commercials are variations on one of advertising’s […]

  8. […] This article was taken from Gods Of Advertising, to view original article click here. […]

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