• May 10, 2011

The new "Pudding Face" campaign for Kraft Foods' Jell-O Pudding has mostly received attention for its innovative use of social media -- specifically, the plan to use special smiling and frowning emoticons, monitor their use on Twitter (and eventually Facebook), and deliver pudding coupons to users when frowning faces outnumber smiling ones.

A few more tidbits, offered by Jell-O director of marketing Cindy Chen:

The campaign's second TV spot, to begin airing May 16, will feature a pair of boys sitting in a school principal's office, with one "proving" that the other has stolen his Jell-O Pudding by pointing to the culprit's face (which bears the same type of exaggerated grin that gives away the father who ate the last pudding in the brand's first TV spot, now airing).

Also, the campaign's elements include out-of-home in key markets, as well as significant use of banner ads/links to its videos on sites/networks including MTV, Turner, Sony, Yume,  ABC, CBS, NBC, Lifetime and BBE.