Under a new program quietly rolled out over the past few weeks, any time two people individually use the phrase "mac & cheese" in a tweet, they’ll each get a link pointing out the “Mac & Jinx.” The first one to click the link and give Kraft his or her address gets five free boxes of Kraft's mac and cheese and a T-shirt.
The Mac & Jinx promotion is the latest offbeat effort for the brand from Crispin Porter + Bogusky, the envelope-pushing ad agency behind Burger King’s advertising over the past decade or so and Microsoft’s “Laptop Hunters” campaign, among others. Crispin’s other work for Kraft includes TV ads showing kids complaining that their parents eat their macaroni and cheese dinners and outdoor ads that reacted to consumers’ facial expressions.