A growing number of brands are engaging in playful banter on Twitter, from KFC calling Cap'n Crunch "a has been" to Taco Bell and Old Spice bickering over their products' ingredients. Some well-staged, playful banter can make the participating brands seem more fun and more human, says 360i President Sarah Hofstetter. "A lot of it is about striking the right match. The more that brands see others doing it well, the more comfortable they are," she said.

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