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Promoting their “Family Greatly” campaign, Kraft foods will be airing a Super Bowl ad in real-time that features a compilation of user generated content.

Starting today and running until February 4th, Kraft is asking fans to tweet or instagram a photo of their game-day celebrations with their family and watch for a chance to see themselves on the big screen. On game day, Kraft will pull all posts with #FamilyGreatly and #KraftEntry to create their fans’ depiction of a family celebration.

This ad will be remembered and named successful because of its push to put consumers first. Kraft is a brand that is finally catching on and realizing that in order to have their message heard they need to turn the mic to their consumers. Two way communication and sharing their target’s voice is the way to create loyal fans and have their name stand out in the clutter of other self-promoting $5MM spots.