Seriously—"WTF." Just days after Jell-O concluded its racy #FML campaign on Twitter, the yogurt titans at Chobani have launched their own tongue-in-cheek campaign on the social media platform. Only now, they want to get yogurt consumers using the #WTFlavor hashtag instead of the more traditional and implicitly profane hashtag "#WTF."
The campaign accompanies a sweepstakes to promote Chobani's 14 new flavor launches, which will appear in Chobani Greek Yogurt, Flip Greek Yogurt, Bite Greek Yogurt and Champions Greek Yogurt products. Throughout July, Chobani will be inviting Facebook, Twitter and Instagram users to guess its features flavors of the day with a chance at winning some yogurt.
If you don't know what #WTF alone typically stands for, we invite you (as we did with Jell-O's campaign) to read the definition on UrbanDictionary.com. Just as Jell-O replaced f--- with the word "Fun" (as in "Fun My Life"), Chobani has explicitly replaced the same word with "Flavor."
@Chobani Based on the previous pic-- mint chocolate chip, blackberry, pineapple coconut, canteloupe & maybe peanut butter banana?— Becky Martin (@dolcebecky) June 27, 2013
Of course, Chobani will have the added advantage of not seeing its promotional messaging mixed up in the hashtag sea of bizarre statements that typically accompany #WTF on Twitter. The conversation seems to be brisk right now, if not necessarily buzzing, but the decision to create a unique hashtag rather than dive into an existing one does seem to have resulted in a more upbeat tone to the tweet stream. For that, you can also thank the fact that the strategy allows for an opt-in hashtag conversation, rather than a "Surprise, Jell-O is here!" style of engagement.