Kraft's Sonia Carter: 'Hackathons are an interesting method'

Kraft Foods UK's head of digital on the increasing popularity of all-night 'hackathons'

Kraft is committed to identifying ways to connect with consumers. Hackathons are an interesting method of bringing these to the surface, and London is an incredibly fertile place for creative technology, so it made sense for us to kick off our innovation programme here.

The event in May was incredibly successful. We have started building great relationships with developers and met some start-ups that we hope to work with long-term. We gave away six prizes and the winning idea, the 'Feeel.It' app, has been launched for iPhone and Android and was used on a daily basis as part of our London 2012 campaign.

The app was designed with the Olympics in mind, and allows users to a capture a short audio clip when they take a photo on their device, to help them capture the atmosphere of an event. The picture can be uploaded to a dedicated site.

The 110 people that participated were engaged right from the morning intros. Cadbury is a well-loved brand and I think the developers enjoyed the chance to test their skills on such a rich creative platform.

We were careful to ensure they were looked after during the 30-hour hack; that's why we used the fantastic Google Campus. We were also clear that developers retained all their IP.

We're interested in what's possible when we make our brands available to developers and start-ups who often don't have access to a big company such as Kraft.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers