Kellogg’s Tweetshop
Kellogg have been selling Special K Cereals for over 50 years, but in 2012, Kellogg decided to launch low calorie snacks under the brand name of Special K for the first time. Despite the initial interests of consumers during the test stage of this new product, consumers interest soon died out when the product was actually about to be launched. Special K’s marketing agency “Mischeif” needed to create some kind of buzz to support the launch of the product.
Mischeif saw that Word of Mouth from friends were one of the most powerful influencer when it came to purchasing snacks, and for the first time in the industry’s history, it came up with an revolutionary idea called “Tweet Shop.” On one market in London, Kellogg distributed social currency to consumers who tweeted about Special K Cracker Crisps with #Tweetshop, which then could be converted into a box of Special K Crackers once shown to cashier inside the shop.
Just within two days of the campaign, 1,500 consumers visited the Tweetshop, tasting over 5,000 Special K Crackers, recommending it to over 24,000 of their friends and followers. 98% of the Tweets turned out to be positive, and this marketing campaign became one of Kellogg’s most successful campaign in its history.