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Like nearly all companies, Kraft wants to connect with the kids outside of TV. For its DiGiorno Pizza for One brand, it had AKQA build an online application called “The Ditcher” that will call or text a pre-set excuse to leave an unfortunate situation, from a bad date to an endless meeting. The messages range from the alarming (your kid is in trouble) to the ridiculous (the monkey escaped). Pretty clever, no? Maybe not all that original, though.
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