Hiring Ted Williams Is Smart ‘Social Media’ Move

You all by now know the amazing story of “the homeless man with the golden voice,” Ted Williams. Here’s the original video that started the craze:

Here he is from the Jimmy Fallon show last night (after multiple TV appearances):

He’s now been hired by the Cleveland Cavaliers basketball team, MSNBC and Kraft. He recorded a commercial (voice over) for Kraft Macaroni & Cheese, which is going to air this weekend I believe. Beyond helping the guy out it’s a great marketing move because Kraft is going to get a ton of secondary brand exposure and good will from associating itself with Williams, who’s an Internet phenomenon right now.

It’s an unorthodox but very savvy “social media” move, made more extraordinary because of Williams’ history of drug and alcohol abuse, combined with a criminal record. A “family” product like Kraft Macaroni & Cheese you’d think would stay a mile away from this guy. But his huge popularity and “feel good story” overcome those potential objections.

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2 Responses to “Hiring Ted Williams Is Smart ‘Social Media’ Move”

  1. Malcolm Lewis says at

    It’s an impressive testament to the power of “social media” which as an aggregate channel comprised of dozens of different channels is far bigger than any single newspaper or TV group ever was. Agree. Very smart move by Kraft – they get all the warm and fuzzies for giving the guy a second chance. Let’s hope he stays clean so the story has a happy ending.

  2. Greg Sterling says at

    Agree. That would be my concern: with new money and people all around him he might relapse into drug use.

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