Wheat Thins recently launched a really fun consumer ad campaign which found unsuspecting twitter users, who tweeted about the Kraft Foods product, being surprised with a nearly lifetime supply of the toasty whole grain goodness.
A couple weeks after I tweeted about the campaign, I came home to find a nice sized package on my doorstep. Upon opening it I realized I was now, in some small way, a part of the campaign as well. It appears Wheat Thins is getting personal by actually sending a handwritten ‘Thank You’ letter, along with a box of the product, to select people that talk about the campaign via social media.
While responding to a tweet with a letter certainly seems archaic, there’s no question it’s creative. Wheat Thins thought outside the box and is a great example that just because a conversation starts on social media doesn’t mean it can’t end on a more personal note.
Check out my reaction below.