Kraft Macaroni & Cheese has just introduced its version of the Facebook ‘like’ button: smile tagging. This is the brand’s way to attract consumers, instead of racking up standard ‘likes’.

Visitors can ‘Get the Smile Tagging button’ by dragging it to their browser’s bookmarks bar. After the installation, if users see anything they like on the web, they can press the button and take a picture of them smiling with the webcam. That picture is then sent to the smile tagging Facebook Page.

Users can also share their smiles via their Facebook walls or on Twitter. Anyone who clicks the smile will be taken directly to the page that the user was smiling at. Some sites will have smile tagging, e.g. I Can Has Cheezburger.

“Cheezburger is looking to create unique and creative opportunities for brands while making the user experience fun,” said Ben Huh, CEO of the Cheezburger Network.

According to Mashable, the social media campaign was created together with the ad agency Crispin Porter + Bogusky. The brand and agency joined forces in March for a program that pitted two people who tweeted about ‘mac & cheese’ at the same time against each other to earn prizes. Later that month, the agency created five TVspots within 24 hours based on followers’ tweets.

Carolyn Clark, associate brand manager for Macaroni & Cheese, said the goal of the campaign is to engage consumers. “There’s an emotional aspect of Macaroni & Cheese,” she says. “It brings joy and happiness, so we’re linking it to other experiences.”

In May Kraft Foods unveiled its CRS Report with ‘More delicious world’ tagline.