Earlier today, The Hollywood Reporter, well, reported, that Kraft and Ogilvy & Mather;s branded entertainment group are teaming up to create a viral marketing campaign of a series of webisodes circled around the Tassimo, a hot beverage maker, which is a sub-brand of the Kraft family. This is Kraft's first webisode marketing campaign ever. They have hired writer/producer Jim Biederman, whose previous acclaimed work includes The Kids in the Hall" and "The Whitest Kids U Know."
The webisode series is titled "Who Hired Bob?" which is set in an office and centered around the misadventures of the main character, obviously named Bob who is fanatically obsessed with the office's Tassimo machine. Currently there are already two webisodes released, which have three acts per webisode, that can be seen on WhoHiredBob.com. Each act has two possible endings, so the viewer can select the fate of Bob after each act. There's also a contest where people can send in their own versions of Bob-like situations and the winner will be have the next "Bob-isode."
Concerning Kraft's marketing strategy, Joseph Frydl, the director of Ogilvy's branded content and entertainment group, states "Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers." I couldn't agree more. Coffee and office life are two symbols in American culture, and to pair those two elements of our pop culture into a progressive and influential cultural icon of the internet is a recipe for popularity and buzz.
Frydl expects that the webisodes well receive 70 million hits or acknowledgments over the span of a month, and I wouldn't disagree with it!
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