Lance Crackers social campaign wants Moms to pack a “Spontaneity Bag.”


Lance Crackers has enlisted “Mom on the Run” and mother of 5 boys, Colleen Burns for their springtime social media campaign. Moms who share their tips for spontaneous fun in the sun are eligible to a Scout bag filled with Lance crackers and everyone who enters receives a coupon through either the microsite or on Facebook.

Themed around spontaneity, Moms are encouraged through a series of three videos and tips to be ready a moment’s notice to grab some fun with their children.

Missed opportunities?
• The videos have some interesting thoughts in them, but from a social media perspective are really more commercials for the crackers. The integration of the crackers could have been handled in a more subtle fashion so that Mom On The Run wasn’t turned into a bit of a shill.

• And once again here’s a case in point of brands not understanding the importance of social sharing features. None of the content on the site has sharing functionality unless you click through from the videos to YouTube and leave the Lance site.

• And each of the tips could have been nice tweetable topics.

One Response to “Lance Crackers social campaign wants Moms to pack a “Spontaneity Bag.””

  1. Good insight – I notice, too, that so many companies have missed social media opportunities. Whenever I see that a company doesn’t have a Twitter account, I think it’s behind the times.

    Bicultural Mama

Leave a Reply

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>