Wheat Thins Builds An Integrated Campaign With 140 Characters

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Wheat Thins has proven that the roles of new media and traditional media are no longer defined by the screens through which we experience them. With their highly successful "The Crunch is Calling" campaign, Wheat Thins candidly embraced social media as the foundation for their integrated marketing efforts. By listening to passionate consumers through sites like Twitter and Facebook, Wheat Thins produced engaging content that quickly went viral and visibly connected their marketing efforts across all channels - on and offline. Learn about the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign. This presentation was originally given at the ANA's 2011 Digital & Social Media Conference and was one of the event's highest rated sessions.

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Start: Wednesday, April 18, 2012 at 1:00pm

End: Wednesday, April 18, 2012 at 2:00pm



Jim Low
Sr. Director, Wholesome Savory Snacks
Kraft Foods, Inc.