• Advertising Age, Tuesday, May 10, 2011 10:45 AM

Jell-O is launching a social media push, "Mood Monitor," this summer on Twitter. The effort involves random mailings of coupons to people who type the emoticon for "frown," : (. They must then respond with a :D, which the company terms a "pudding face."

The company is going to do the program only if the general mood on Twitter is bad, and will monitor the platform to find that moment. Kraft's director of marketing for Jell-O, Cindy Chen, said that when the national average of smiley faces reaches 51%, the company will give Jell-O pudding incentives via coupons to Twitter users who recently tweeted a frown face. The program is the first Jell-O campaign by Crispin Porter & Bogusky. The agency also did a similarly interactive "Mac & Jinx" campaign for Kraft Macaroni & Cheese earlier this year.

Read the whole story at Advertising Age »