Special K offer customers treats for tweets to launch cracker crisp brand
|27 Sep 2012 10:09 BST||Back|
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Kellogg's has given experiential marketing a social media twist to launch their Special K cracker crisp range in the UK.
Rather than parting with hard cash consumers visiting their Special K pop-up Tweet Shop on Meard Street in London's West End, are offered the chance to sample the new product in exchange for a tweet. The shop is staffed by the brand's iconic ladies in red, who check each tweet before handing over the snacks.
"We're excited to be the first company to literally use social currency instead of financial currency to launch this new product," said Sarah Case of Special K.
The idea has been well received by customers, and praised by social media marketers. "This is a really cute idea from Kellogg's – not only can it make the most of social networking to spread the message about a new product, it's also going to get a lot of attention in the mainstream press for the sheer novelty of the 'Tweet Shop'", says Katie Lee, director of digital media training company, miramus.com.
"It works because it's fun and a bit silly, but if they're capturing user data and monitoring customer feedback it's probably providing a lot of quite serious market research data as well," she adds.
Special K's pop-up Tweet Shop in Soho's Meard Street is open from 9am-5pm until Friday 28 September.
Posted by Alison McClintock