You "like" brands on Facebook, but do they ever like you back? Not likely. But now, Kraft Macaroni & Cheese has done just that—with the help of an a cappella group. On Tuesday, the brand posted a note on Facebook that read: "LIKE this post, and you never know what may happen." (http://on.fb.me/ICPeHE). More than 4,600 people did. Then, Kraft liked each and every one of them in return by mentioning them in the "Likeapella" music video below. The brand embedded the new video in a follow-up post, about a half hour ago, that reads: "We LOVE it when you LIKE our posts.(http://on.fb.me/ICPfLz) So we're showing you some love back with a song personalized for you, our fans." Another fun stunt from Crispin Porter + Bogusky in an ongoing all-around great campaign (http://bit.ly/IjdBZ4).
My Opinion : Kraft clearly understood that Facebook and social media is about engaging with their audience by creating "contagious experience". It is all about being surprising but about showing that you care to your fans in a personal and non expected way (like a real human). This campaign reminds me about Marcel (a PUBLICIS agency) that decided to thanks each of its 10.000 first fans via a dedicated video : http://bit.ly/IjdQmS