The JELL-O 'Fun My Life' Campaign Turns Negativity Around
Alexander Lam — May 28, 2013 — Marketing
References: jellofml & fastcocreate
In a hilarious campaign by JELL-O, the profanity-laden phrase 'FML' is repurposed in the 'Fun My Life' campaign. Repurposing the popular expression, the campaign uses Twitter to engage fans in a fun and cheeky way. Users can tweet the reason that JELL-O should make their lives more fun in order to have the chance to win a prize pack. JELL-O will then tweet back with a personalized reply to the winners.
In order to stay true to the original meaning of 'FML' JELL-O constructed the campaign to hold a double meaning. '#FML' tags in tweets to JELL-O can easily be misconstrued to mean something other than 'Fun My Life.' Each tweet contains a sad story to which JELL-O may respond to with an appropriate prize to brighten that person's day.
In order to stay true to the original meaning of 'FML' JELL-O constructed the campaign to hold a double meaning. '#FML' tags in tweets to JELL-O can easily be misconstrued to mean something other than 'Fun My Life.' Each tweet contains a sad story to which JELL-O may respond to with an appropriate prize to brighten that person's day.
Trend Themes
1. Repurposed Expressions - Exploring how to repurpose popular expressions to create engaging marketing campaigns.
2. Engaging on Twitter - Utilizing Twitter as a platform to engage with fans and customers in a fun and cheeky way.
3. Double-meaning Campaigns - Creating campaigns with double meanings to capture attention and generate buzz.
Industry Implications
1. Food and Beverage - Exploring innovative ways to approach marketing campaigns in the food and beverage industry.
2. Social Media - Leveraging social media platforms like Twitter to connect with customers and create unique experiences.
3. Advertising and Marketing - Discovering disruptive strategies for creating attention-grabbing campaigns in the advertising and marketing industry.
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