United Biscuits has launched its biggest ever digital campaign in order to promote popular juicy biscuit brand, Jaffa Cakes. The brand has been launched into the social media world in a campaign to increase its online presence.
Media agency, MEC interaction has assisted United Biscuits in launching the integrated social media campaign.
The social media drive consists of two main microsites , ‘Cult of Jaffa’ and ‘The Jaffa Cake Broadcasting Corporation’ (JCBC) – both pages created and managed by MEC.
Cult of Jaffa is an ‘underground’ organisation that has been safeguarding Jaffa Cakes for over 500 years from the likes of the House of Garabaldi. It allows Jaffa Cake fans to become council members, inviting Facebook visitors to become a ‘Grand master, a ‘Jambassador’ or a ‘Keeper of the Scrolls’ .
Fans are encouraged to upload detail of why they should be recruited for the selected role. This acts a community platform and cult members are selected to promote the brand on and offline.
The campaign will roll out two phases over nine months, building a cult of ambassadors and then following the chosen team into their induction.
Sister site – JCBC is a spoof news site that lists news from Cult of Jaffa – today’s breaking news ‘Biscuit Boss in Mega Injunction’. The headlines play on the current news agenda.
Both sites are also supported by Twitter, Facebook, Youtube and Flickr in the hope of increasing Jaffa Cakes’ online presence .
Their online strategy presents an interesting use of social media from both microsites and they host a creative platform in which fans of the brand can interact and engage. It is a fun strategy with lots of tools for visitors to involve themselves in the activity.
Cult of Jaffa requires you to upload a video or photo of yourself being a bit Jaffa crazy and may require too much effort for people to apply. But who knows? Just because I dropped out at the ‘upload video of self’ stage, it doesn’t mean that the population’s Jaffa crazy people will. We will see…..
About Hannah Newbould
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