In an effort to advertise to younger consumers, Kraft began to weave their Peek Freans cookie product through the web soap titled “As the Cookie Crumbles”.   This is the first time in history that Kraft has advertised Peak Freans through non-traditional media.  As product placement on the web and branded entertainment are becoming main-stream, Kraft is exposing their product to millions of American homes through the Peek Freans campaign.  Viewers of the webisodes are engaged because they can select one of three possible endings.  A study conducted by Veoh Networks proved that online viewers are more engaged during web programming than regular tv programming.  The study found that 40% of online viewers were “engaged viewers”, which the study defines as those who watch more than an hour’s worth of videos per week.  About 33% of the engaged viewers are 13-24. 

Genesis Velarde, Interactive Traffic Coordinator

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