uPumpItUp
In trying to encourage health and wellness through lifestyle, Kraft Foods took a web 2.0 approach and launched a social network powered by Crystal Light and hosted by popular singer/actress, Mandy Moore. The site offered a place for women to connect and collectively achieve milestones for various challenges and activities while providing a community based forum to receive tips and pointers from one another as well as select celebrity experts. The campaign resulted in a multi-channel program supported by television, print, digital media and music written and performed by Grammy Award winning artist, Estelle. The community grew to almost 1 million members before the project ended in 2008.
