‘Say, Mac ‘n’ Cheeeeese!’ Kraft asks Facebook users for a smile

Kraft Foods introduced “smile tagging,” which is akin to liking, this month, and it’s starting to take off.

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The smile just might be the new currency of the Web.

This year, Israeli juice maker Prigat donated juice to charity for every smile photo posted on its Facebook page. Last month, Colgate began an effort to collect 1 million pictures of smiling faces to broadcast on digital billboards in the United Kingdom.

This month, Kraft Macaroni and Cheese took the smile trend even further, launching what it calls “Smile Tagging.” “It essentially is the first social media tool that allows you to tag content with your real smile,” says Carolyn Clark, senior associate brand manager at Kraft.

Smile Tagging is a method of sharing links to funny or interesting stuff online—not unlike clicking a like, +1 or Digg button. The difference is there’s a photo of a smiling face attached to each one. And the smiles are popping up all over the Web.

How it started

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