March 2014
Intermediate to advanced
272 pages
4h 37m
English
Content preview from The Best Digital Marketing Campaigns in the World II
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Market
United Kingdom
Descriptor
Kellogg’s replaces currency with tweets.
The challenge
Kellogg’s has marketed Special K for over 50 years. Last year it launched Special K Cracker Crisps, a low calorie savoury snack that appeared in store in the crisp aisle rather than the cereal aisle. Facing scepticism from retail buyers who would only commit to a test period, the agency (Mischief) had to create a talking point ahead of a full-scale market launch.
Although a seeding programme had got the product into the hands of key journalists and online influencers, there was still low consumer interest and Kellogg’s needed a disruptive moment that instantly got women (and men) talking about the new snack and its low calorie ...
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