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Andy’s Answers: How Kraft Foods is using social TV to get fans talking

2 min read

Brands & Campaigns

At’s recent BlogWell conference, Kraft Foods’ Beth Reilly started her presentation with some impressive numbers: More than 86% of mobile Internet users surf the Web while watching TV, and almost half of tablet users visit social networks while watching TV, with 45% doing so during commercials.

Reilly also cited a Time Warner study that found that viewers who interacted with social media on a second screen during programming were more engaged than those who didn’t. So, Reilly and her team at Kraft acted on all of this research and launched a few social TV pilot programs.

In her fantastic case study, Reilly shared details of the company’s tests and what they learned. A few of her key take-aways:

  • If you’re already investing in TV, you have a big opportunity. Kraft is already investing in TV spots — and people were already talking about the company’s commercials. Kraft paid attention to this and explored ways to join the conversation. If you’re running ads, people are probably already talking about you, too.
  • Bring your ad characters into social media. Kraft brought the blacksmith character from its Velveeta TV spots and used this character’s voice to tweet and respond to fans. With the help of creative agencies, the company was able to do this in real time during high-profile television events, and fans loved it. Kraft earned an organic trending Twitter topic for its effort.
  • Social TV will only get bigger. Reilly said the social TV space is only going to continue to grow. There are huge opportunities, as powerful tools and platforms are beginning to emerge — and Kraft plans to be there, investing, experimenting and engaging with fans and followers.

Hear a whole bunch of other fantastic ideas by watching her complete case study. Slides are available.

If you loved this, check out’s BlogWell conference Sept. 12 in New York.