Kraft Canada revamps teen bedrooms

The maker of KD bows digital contest to drive teens to Kraft's online community.

Kraft Canada is sprucing up Canadian teenagers’ bedrooms with an online promotion.

The Sweet Suite Showdown, hosted on its newly created website, invites teens to submit a photo or video of their bedroom for an opportunity to win one of four $10,000 makeovers.

The entries will be judged based on an overall makeover need and for the quality of submission. Ten bedrooms will be selected and members will vote for their top four to determine the winners.

Valerie Lemant, senior product manager, Kraft Canada, tells MiC that the company developed this new site, launched Oct. l, to connect with teenagers and send them the message, ‘We get you.’

Lemant says that the site won’t have any sales content built into it, but rather that it has been created as an online community where teens can discover their individuality through their tastes in fashion, music and sports – as well as how they experience Kraft Dinner. Members can collect points to win prizes through games, polls and quizzes and by uploading user generated content for online contests.

The current makeover contest is designed to generate more awareness and traffic to Kraft’s social teen site. The contest will be touted through and on Kraft Dinner packets at grocery stores. Next year, the company will look at other media to further support awareness of the site.

‘Teenagers today live out their lives online; it’s where they hang out. We want to be their destination of choice,’ adds Lemant. As to the insight for the Sweet Suite Showdow, she explains: ‘When they aren’t hanging out in the virtual world, teenagers spend a lot of time in their bedroom – a space they can personalize.’

The competition closes Dec 31.

Media buys for the CTV ad campaign was handled by Mediavest and the creative for the website was handled by Toronto-based Digital Cement.