Social Media Campaign

Kraft and Triscuit + Urban farming = Positive Change.

Everyone is hopping on the green, and sustainable farming trend, even food giant Kraft. And while my feelings about Kraft are just slightly better than my feelings about Monsanto, I have to say good for them. What Kraft is doing reminds me of the Pepsi Refresh project in the sense that they are actually trying to provide some good on the neighborhood level, and if it means people actually eat better in this country I’m all for it.

Kraft and Triscuit in collaboration with non-profit organization Urban Farming have launched a new campaign to encourage the growth of the home farming movement. To kick-start the efforts of urbanite farmers looking to plant their own gardens, 4 million boxes of Triscuits will include seed packets and instructions on getting started with planting and nurturing your future crops. The campaign is not revolutionary but, the sponsored “Home Farming” website does contain some fun social components that allow urban farmers to share photos, stories and tips and the partnership is working to build 50 community-based home farms across the country. The link between the physical product and the social space of the website is handled fairly well, although I’d be interested to see what kind of results they get. (how many people register from information on the box, how many people actually plant a garden, how many people actively participate with the website, etc.) Overall Kraft has done a solid job with site production, integrating rich media content alongside the social components. In addition, Kraft has been very smart about allowing the user to share with every other social network powerhouses like Facebook, Twitter, Stumbleupon, Google, etc.

When you look at the concerns over the economic, environmental and health impacts of how are food is grown, and made available, to the public, it’s nice to see a brand like Kraft (no matter how you feel about giant food processing conglomerates) push to make the conversation about food production more public. It’s hard to  tell if these small scale models of urban farming will really change the current state of food production in North America.  The real importance might simply be in experimenting with what works and raising social awareness about the food we all eat.

You have to admit that at the end of the day, it’s certainly more satisfying to be eating something grown in your backyard, on your porch, or down the block in the community urban garden.

Pereira & O’Dell’s Social Media Campaign LEGO CL!CK.

LEGO is building on a surge in fan enthusiasm for its multi-colored blocks with a social media campaign ” LEGO CL!CK”, that encourages people to share their “eureka” moments online.

The campaign was created by San Francisco-based agency Pereira & O’Dell, that was founded two years ago by ex-AKQA staffers P.J. Pereira and Andrew O’Dell. LEGO CL!CK launched last week with a website, an animated short film, LEGO’s first-ever iPhone app, and a PR/social media push simultaneously on Facebook, Twitter and Flickr.

Similar to  Pereira & O’Dell’s Go Mini-Man Go! campaign last year, this new effort is a mix of original content, sourced content, and user-generated videos and photos. Over the past few years LEGO fans have uploaded thousands of videos to YouTube and photos to Flickr, and to keep that momentum going, the creative team behind LEGO CL!CK are capitalizing on the grass-roots fan base and hoping LEGO CL!CK will become a platform for dialogue between LEGO and young parents.

“Innovation is really broad, so we thought how can you get a parent to really want to push innovation for their children? We thought that connecting parents back to the moment when they first were innovative was a really big idea.” says associate creative director Jaime Robinson.

“This is really is a hub for people of all levels of creativity, innovation, imagination, artists, photographers, cooks and your average-day person, to share what inspires them,” adds Associate Creative Director Jason Apaliski.

Visitors to the blog-style are introduced to the overall theme of the campaign with a three-minute stop-motion animated film about a struggling inventor who seeks out inspiration in a fairytale factory populated by LEGO mini-men.

Directed by MJZ’s Blue Source, the film features several multi-colored LEGO lightbulbs the campaign’s icon which was designed and built by master LEGO builder Peter Donner (what a great job title). The short film ends with the tagline, “Great ideas just click.”

Master Builder, Peter Donner hard at work.

“The symbol of the light bulb is going to take on more meaning as well,” says executive creative director Kash Sree. “Over time, if we read about someone who has a great idea, we’re going to send them a LEGO light bulb as a way of saying hey good idea.”

Visitors to the site can either scroll through the site’s posts or filter out topics by category. Currently featured content already up on the site includes blog posts written by Steve Madewell, “resident eccentric” at the Smithsonian’s Lemelson Center for Invention and Innovation, and LEGO senior designer Keith Malone. In a genius move Pereira & O’Dell have also partnered with bloggers from Boing Boing, Wired and Gizmodo, artists, photographers and filmmakers to create more original content for the site.

There is also a collection of inspiration-themed press clippings, videos, photos and tweets with the campaign (hashtag #legoclick). To make sure all tweets are safe, each is pre-screened before they are added to the site. This way LEGO can flag and delete any potentially offensive material.

As a tie-in, Pereira & O’Dell have also created the new “LEGO Photo” iPhone app that turns any photos into a LEGO mosaic that can be uploaded to the LEGO CL!CK site.

While past attempts at brand-centered social networking have failed to capture the public’s imagination, the creative team behind Cl!CK say this type of platform fits with LEGO because its fans have already established an online fan base, that is based on the idea of sharing photos and videos online.

“LEGO is such a lovable brand, and we just want to harness that love.” says Apaliski.

One thing that I really like about this campaign is the fact that LEGO has realized they don’t have to try to monetize  the online experience or the iPhone application to make money from this. That by using this as a vehicle to build brand awareness, loyalty and buzz, they can convert clicks to dollars by getting people interested in the physical product they make.