Smile, You're on Mac and Cheese Camera.
People tag their smiles in response to online content they enjoy by downloading an app from the Kraft smile tagging page on Facebook. Once installed, the app makes it possible to use your webcam to take a picture of your smile and share it on the Facebook page. Each smile is clickable and will take visitors to the content that inspired the smile. Very cool, very innovative and a great way to infuse the brand into daily web experiences.
While most brands are chasing “likes,” Kraft is inspiring digital displays of your pearly whites and creating a fun sharing experience that is suBtle with a capital B.
So, what's the B stand for? Branding. Kraft has produced a branding campaign that appreciates what people want from their online experiences, which is to connect and share. It's all about the people using it. The brand is in the background doing just what it should be doing-- attaching itself to a fun, socially focused experience without overwhelming users with hard sell messaging and interactivity.
So give it a try. After all, it only takes a smile.