3 lessons from Nabisco's Wheat Thins campaign

08/6/2010 | MarketingProfs

Nabisco has been turning up on the doorstep of people who tweet about the company's Wheat Thins brand, offering free crackers. Questions have been raised about how authentic some of the surprises are, but the campaign has generated a lot of buzz, this article notes. The company's marketers studied their audience's relationship with the brand and came up with a strategy that was surprising enough to generate buzz, but still carefully gauged to fit fans' concept of the brand's identity.

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