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Kraft Uses College Students' Appetites for WOM

To promote its Easy Mac product, Kraft Foods and WOMMA member company FCB Chicago created the University of St. Arvin website (www.u-starvin.com), which showcases college students looking for something to curb their appetites. One area of the website demonstrates what happens when there's no Easy Mac around: Students start to microwave things such as marshmallows, soap, and ketchup packets instead.

Aside from some seriously funny footage, the site is equipped with ways for students to spread the word about their need for Easy Mac. Prewritten letters home, appealing to parents to send a case of Easy Mac to their hungry college student, can be forwarded via email -- complete with a "send your favorite student a case of Easy Mac" link -- upping the site's viral potential.

Learn more (iMedia)
Learn more (Adrants)
Learn more (AdWeek)
Learn more (U-Starvin)

Posted by WOMMA Editor on March 28, 2007 9:01 AM

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