Chipster bites into UGC again

• Kraft launches follow up to Nothing Else Matter Moments
• New UGC campaign created by MindShare and Immerse Communications
  
• 2 weeks in, over 1,000 sign-ups on website and over 80,000 pageviews

Malaysia - In conjunction with the launch of two new flavours, Kraft's Chipster has once again gone the user-generated content (UGC) route and has launched the Chipster Superstar Contest.

The website has more than 1,000 sign-ups and over 80,000 pageviews just two weeks into the campaign. Aided by online advertising as well as a tie-up with IT magazine HWM which included articles and a shared booth at the recent PC Fair.

The campaign was conceived by MindShare with Immerse Communications being commissioned to produce the campaign where participants - upon buying their packet of Chipster - create their own video and captions with an online application consisting four short movie spoofs which then can be exported to social net work profiles and blogs for more mileage.

To date, more than 200 videos have been created with over 70 submitted for the contest with the winner to be announced on Media Prima's TV3 Buletin Utama on July 6.

Creating videos were chosen as an appropriate direction for the medium as the target audience would be able toshare their 15 minutes of fame and the movies behind the clips in the campaign were to buildon the idea of a consumer getting lost in a pack of Chipster. 

The campaign is a follow up to its Nothing Else Matter Moments effort from 2007.

"Research revealed 50% of youth were online, powering 80% of internet content like blogs and videos so we created a website to build a Chipster community, leveraging on Friendster's base," Lee See Yin, creative services manager, GroupM Interaction, said, referring to the 2007 campaign.