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JELL-O tries to transform ‘#FML’ into something more positive with new Twitter campaign

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By Jennifer Faull, Deputy Editor

May 25, 2013 | 1 min read

JELL-O, the American snack brand, has launched a new campaign aimed at turning the negative ‘FML’ abbreviation into something more positive – Fun My Life.

Supported by a digital ad campaign and dedicated website, from now until June 14 everyone on Twitter who uses the hashtag #FML could win a prize from the company.

Meanwhile, the website has a real-time counter of tweets with the hashtag 'FML' and then JELL-O's personal responses to a select few.

In the past eight days, over 50,000 tweets with the hashtag #FML have been sent.

JELL-O said of the campaign, developed by CP&B: “Most people think #FML stands for something negative, but JELL-O sees these tweets as a cry for help. A cry to: Fun My Life.”

So far one Twitter user has received a prize from JELL-O. This week, @grantpoopypants tweeted: “Almost 3:30 and I'm still at school #fml.”

A day later JELL-O sent the reply: “@grantpoopypants would a whoopee cushion help? Because you’re getting one.”

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