• New York Times, Thursday, July 1, 2010 11 AM

Kraft's Oreo cookies and Wheat Thins crackers are ramping up their social media efforts, writes Stuart Elliott, with the former giving its Facebook page a global look and the latter rewarding fans who discuss it on Twitter.

Mark Clouse, SVP/global biscuits at Kraft, says Oreo's Facebook campaign saluting the "world's fan of the week" reflects an "A-ha moment" when the company understood that Facebook is a global vehicle and platform on which to have a global dialog.

Wheat Thins is developing a campaign themed "The crunch is calling" and will include a channel on YouTube. A mobile team travels to fans' homes to respond to actual tweets such as "AAHHHH Im outta wheat thins ... Mi life is officially over!" That plaintive message earned its writer a forklift full of the product.

Read the whole story at New York Times »