1. By: Rodney Green and Jason Dalrymple

2.  Campaign aired summer 2010  Personal interactions on twitter drive advertising  Attempting to… ◦ Change target market ◦ Change brand perception ◦ Increase consumer awarenessawareness

3.  Target Market ◦ Former demographic women 45+ ◦ New demographic young adults 18-24  Brand Perceptions ◦ Previously known as a “cracker” ◦ Now recognized as a “snack”snack  Generating consumer buzz via twitter and other means  Slight changes to ingredients

4.  Month over month increases in revenue and market share for each of the last six months  Commercials have gotten around one million views on youtube  Company cost savings on market research

5.  Personal communication channel  Buzz Marketing Buzz Marketing

6.  http://www.nytimes.com/2011/01/05/busin ess/media/05adco.html http://www.nytimes.com/2011/01/05/busin ess/media/05adco.html  http://www.nabiscoworld.com/wheatthins/in dex.html http://www.nabiscoworld.com/wheatthins/in dex.html  http://www.speakmediablog.com/2011/01/ wheat-thins-perfect-integrates-social.html http://www.speakmediablog.com/2011/01/ wheat-thins-perfect-integrates-social.html  http://www.mediapost.com/publications/?fa =Articles.showArticle&art_aid=132547 http://www.mediapost.com/publications/?fa =Articles.showArticle&art_aid=132547