My Top Ten Digital Campaigns for 2011, Pt 2 of 5
Number 8
Kraft’s Jello iphone/ipad app (PER)
It’s certainly not easy to make a 100 year old food product made from animals’ bones, sugar water and artificial coloring relevant to a new audience, but that’s exactly what Kraft did for their gelatin dessert known as Jello. Rather than highlight its healthful qualities in these days of promoting water as calorie free—Jello has no fat--the campaign focused on its fun factor by creating a free mobile app that’s pure joy. Users select their favorite flavor and then choose any song from your iTunes library, and then watch your favorite Jello dance in time to the music. They even suggest choosing different genres, from Punk to BlueGrass, to watch the Jello groove out. Try it, you'll like it.
KLM Surprise (PER, RWA, LBS)
I love KLM even though I've never flown the airline. And I'm not alone. They have over 600K fans on Facebook, Virgin America under 200K. Here's one great reason why. They not only understand their customers, they appreciate them. Everyone knows that waiting in airports before boarding your plane is unbelievably boring, but KLM thought of a way to change that. Using Foursquare and Twitter to locate KLM passengers who had checked in at the airport, they surprised them with a personalized gift as a thank you for flying their airline.
A little surprise goes a long way and the smiles on the faces of the recipients tells one part of the story, and 1MM impressions on Twitter tells the other side too. Decidedly a brilliant use of all three themes.


