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URL: www.cultofjaffa.co.uk
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Key Industries:
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Key Sectors:
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Multi-Channel Marketing
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Social Media
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Viral Marketing
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Cult of Jaffa
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The ‘Cult of Jaffa’ campaign is the first time an integrated social media approach has been used to promote the Jaffa Cake brand. Consumer can engage with the product, both online and offline, by firstly pledging their allegiance to the cult and then proving their commitment by undertaking various tasks to spread the word of Jaffa Cakes.
Brief
To develop an interactive campaign to give something back to loyal Jaffa Cake super-fans and play on the sense of fun and community shared by both current and lapsed fans of Jaffa Cakes.
Strategy
MEC Interaction have devised a campaign, which involves two microsites, designed to engage and entertain brand lovers, both online and offline, and hand them control of the brand.
The campaign will be supported by an integrated push on various digital channels, as fans of the brand are already talking, tweeting and posting content. This approach will offer relevant content to relevant fans, operating off a centralised hub which will hold and share all the content the fans generate as the campaign progresses.
Execution
The two microsites are ‘The Jaffa Cake Broadcasting Corporation (JCBC) and The Cult of Jaffa.
The Cult of Jaffa is a secret underground organization which has been safeguarding Jaffa Cakes for the last 500 years in a war against the biscuit hoards, such as The House of Garibaldi. The JCBC is a spoof 24 news network that plays on the current news agenda but feeds back into activity that is happening with the Cult of Jaffa, giving clues into what the Cult of Jaffa and the Biscuit Hoards are up to. It is through the JCBC that consumers initially find out about the Cult of Jaffa.
The campaign has two phases to it. Firstly, the Cult of Jaffa is electing its new Grand Council, which will enable consumers to put themselves forward for election to be on the board. Secondly, consumers will pledge allegiance to the Cult of Jaffa through explaining why they love Jaffa Cakes.
Members of the Cult of Jaffa will be given a series of task to do to spread the word of Jaffa Cakes both online and offline, harnessing the power of consumers and super fans and giving them control of the brand in order to create noise about Jaffa Cakes.
In addition to the two microsites activity, the campaign will supported on Facebook, Twitter, Youtube and Flickr.
o http://cultofjaffa.co.uk/
o http://twitter.com/#!/CultofJaffa
o http://twitter.com/#!/jcbcnews
o http://www.facebook.com/jaffacakes
o http://www.youtube.com/user/cultofjaffa
o http://www.flickr.com/photos/cultofjaffa
Results
This is Jaffa Cakes biggest digital campaign to date and will run for at least 9 months.
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