An organic posting from social media-savvy singer John Mayer helped Kraft and agency T3 capitalize on a free celebrity endorsement through their real-time social media monitoring.
Last week, Mayer took to Instagram to display his love for Kraft’s Jet-Puffed Marshmallow crème product by walking through the steps of making the iconic Fluffernutter.
In his story he refers to the product as “the best marshmallow fluff money can buy” and that the product will create “a perfect night.”
Kraft's agency T3 responded to this clip by sending the singer a custom-made, limited-edition “John-Puffed Marshmallow Crème” that replaced the original “Have fun with your yum!” slogan to “Admit it I’m fun,” which was stated in his Instagram story tribute to the product.
The results include over 11,000 real-time views of the story as well as a thank-you from Mayer himself.