Where's the Cheese?

After four hours of underwhelming Super Bowl commercial breaks, I found myself asking, "where's the cheese?" No, not cheesy commercials as in the Bob Dylan/Will.I.am Pepsi commercial... I mean Velveeta.

The Super Bowl traditionally signals an uptick in Velveeta sales - up to 50% - according to Kraft, making it a popular staple of football parties everywhere. Despite it's unsurpassed melt-ability, however, overall Velveeta sales have dipped recently. Apparently not everyone has the same soft spot for the processed cheese loaf in my life many of us Southerners nurture. (After all you can mix it with anything!)

Economic outlook and personal feelings aside, Velveeta did something quite clever with its marketing dollars this year. Instead of shelling out $3 million for a Super Bowl ad this year, it hosted a contest with viral roots, tapping into its key consumers and building buzz among likely-to-buy audiences. With articles in the WSJ and on CNBC.com, the buzz surrounding the "House Party" reached audience far greater - and more diverse - than the 15,000 women who applied.

While it remains to be seen if Velveeta's "House Party" will translate into pushing cheese loaves off the shelf, Kraft's marketing initiatives distinguish the company from its competitors.

GoDaddy.com should take note.