uPumpItUp and Estelle

Last year, the uPumpItUp Community was launched for Crystal Light and Kraft Foods. The website encourages women to have conversations with others of similar interests, share experiences and promote other positive aspects. Users can meet up with friends, get involved in the community, participate in challenges, set goals and express their creative side.

Hosted by Mandy Moore, uPumpItUp has received much positive feedback in the last year. It’s all about feeling your best, while bonding and supporting others. There are currently over 50,000 members in the uPumpItUp community.

uPumpItUp.com (screenshot)

As part of the recent Crystal Light uPumpItUp ad campaign, Kraft has aligned itself with Grammy Award winning artist Estelle for the distribution of her song, “Star.” On the uPumpItUp website, you can download a free exclusive version of the song. You will need to enter your email address and have the option to sign up for email updates from Estelle or Kraft and Crystal Light, before accessing the free download.

This marketing effort is another example of consumer brands teaming up with popular music artists to drive their campaign. You can watch the Crystal Light uPumpItUp commercial featuring the song below.