The famous Twitter hashtag #FML has always had a very clear, to-the-point and profane meaning. The hashtag is always constantly used, with over 114,541 #FML-tagged tweets in the last 14 days. Jell-O, in partnership with their agency CP+B, have decided to hijack the hashtag and make it stand for “Fun My Life.”
Between now and June 14, everyone who tweets the #FML hashtag is entered into a pool, from which a certain number will win “Fun My Life” prize packs “specially created to get their life back on track.” You can follow along at jelloFML.com, which also shows how the brand is tweeting at #FML-ers.
Why I’m Curious
This isn’t the first time Jell-O has turned to existing user tweets to create a campaign. A few years ago they launched Pudding Face http://www.adweek.com/adfreak/krafts-jell-o-pudding-turning-frowns-upside-down-twitter-133548 that attempted to turn tweeted frowns upside down with a pudding coupon. The idea isn’t new, but it does seem to be working. I’m curious to see if the campaign will continue to get buzz, and if the prize packs they’re shipping to tweeters is even worth it. Perhaps they should’ve kept the entire campaign online and provided fans with digital coupons.