This summer Kraft Macaroni & Cheese wants to know what internet sites make America smile. They’ve created an innovative ‘Smile Tagging’ application to their Facebook Page.
Fans simply drag the ‘Smile Tagging Button’ to their browser’s toolbar. As they come across internet content that makes them smile, they click the button to share the content on the Kraft Macaroni & Cheese Facebook page, along with a image of their own smile captured from their webcam.
Fans also categorize whether the link is Amazing, Funny, Cute or Weird. The links are also shared to the user’s Facebook wall, anyone who clicks the link is taken directly to the page the user shared.
The campaign is the latest in a series of social media campaigns created by Kraft’s agency Crispin Porter + Bogusky.