Jinx, give me some free Kraft Mac & Cheese

Headshot of Tim Nudd

Crispin Porter + Bogusky has developed a fun new Twitter game called “Mac & Jinx” for Kraft Macaroni & Cheese. It’s based on the old children’s game of Jinx, which is played when two people (usually unintentionally) say the same thing at the same time. (Typically, the person who’s then first to say “Jinx!” jinxes the other person, who is subsequently barred from speaking until he or she is released from the jinx.) Mac & Jinx works similarly—it uses an algorithm to monitor people who utter the phrase “mac and cheese” on Twitter, randomly selects pairs of them and sends them @ messages and a link offering free Mac & Cheese to the person who responds first. It’s a great little game—simple, fun, not too intrusive, and just right for a brand that’s decided to be all friendly and smiley lately. (“Have a supremely awesome day,” the bot tweets to its players.) Plus, it takes brand control of a game that been associated for way too long with buying someone a Coke. Via Mashable.

@nudd Tim Nudd is a former creative editor of Adweek.