Social media is a powerful marketing tool for many brands. Kellogg’s knows this well and has recently used it in the promotion of its new Special K crisps brand.
The US cereals and convenience food specialist last week opened a pop-up high-street shop in central London, inviting customers to take a packet of its new crisps and pay with social media currency instead of cash.
Customers had to “tweet” about the new product via their mobiles or the iPads available in the “Tweet Shop” in order to collect the Cracker Crisps. Special K girls in red dresses handed over the crisps to customers after checking their tweets.
The Tweet Shop, located at Meard Street in Soho, was open from 9am to 5pm until 28 September. Londoner Kim Murray, 28, was the first customer to pay with a tweet for the crisps.
Engaging customers with brands through the social media route has tremendous value and Kellogg’s is the first to use social currency instead of money to roll out its new product, Sarah Case from Special K commented.
This is great news for the cereal brand and is intended to create a buzz, both online and offline, about Special K’s move into crisps, the spokesperson added.