Special K opens social media shop where customers pay by posting on social media
Kellogg’s cereal brand Special K has today launched an experiential and social campaign around the idea of a shop which allows consumers to pay for a product through their “social currency”.
The Special K Post Office, which is open for the next four days at Sydney’s Pitt Street Westfield, asks consumers to post something about the brand in return for a first taste of the new savoury snack – Special K Cracker Crisps.
The experiential campaign was created by PR agency Liquid Ideas, which won the Kelloggs account in 2011 after a pitch, which saw a number of agencies tested on their social media savvy. Other elements of the campaign will be rolled out in coming weeks, including broader TV and digital advertising.
Can’t work out where they got this idea from….http://www.pocket-lint.com/new.....-special-k
https://www.youtube.com/watch?v=KWSRRLFPCYk
So I can tweet something positive to get free stuff then walk out of the shop and delete it – or worse, post ten tweets saying the opposite. This may not catch on. Reward me for spontaneous social comments that are authentic and I’ll really become your advocate.
two things
1. arent they a bit sheepish (agency and client) pr’ing this and not declaring it was already done in UK?
2. Are you really asking someone to tweet so overtly for free stuff. Why don’t you just ask for 5% of your consumers soul?
It’s an Australian first. because no one thought to copy the idea earlier…
no no no no – the idea is different. The UK version was for Twitter … the AU version is for all social media platforms. OUCH
So everyone reading the social comments driven by this activity know it’s a bit like small scale extortion …’tweet something nice about us for a snack’….so how does that benefit the brand exactly? And who is desperate enough for this product they would risk their social cred by generating inauthentic marketing tweets for them?
Someone needs to explain that bit to me because I don’t get it.
god you lot are bit harsh today…. so it’s a ‘bit similar’ to something done before, go figure, it’s still an interesting approach, I might pop down there myself…
“(T)he experiential campaign was created by PR agency Liquid Ideas …” errr,incredible that they’ve have exactly the same concept and execution, for the same client, as a UK agency almost 12 months earlier: http://www.mischiefpr.com/#work/kellogg-s/solution
Hi Anonynmous,
In fairness to Liquid Ideas, I should point out that they did not put themselves front and centre in the original announcement about the activation – it was about the concept. They shared with us the agencies involved, and when we asked which of the agencies was behind the store, they shared that it was them. So I think they are getting a slightly harsh ride here.
Cheers,
Tim – Mumbrella
Hi friends
Liquid Ideas never sought to claim this was “our” idea – sorry if that came across. It’s been on plenty of records that this execution has been undertaken in the UK and North America with success. The Special K Post Office remains open for a couple of days at Westfield Sydney – you should all go take a look, it’s terrific. And to all our anonymous friends, bravely offering their insights behind their invisible cloaks on mUmBRELLA my name is Stuart Gregor, I am the Principal of Liquid Ideas, my email is stuartgregor@liquidideas.com.au, my office number is 02 96674211, my mobile is 0419526015, my EA’s name is Keira, my blog is stuartgregor.com, I tweet as @stuartgregor. Please feel free to get in touch any old time for a chat or drop me an email.
So Kelloggs have changed the relationship from vendor/brand > customer, where vendor-brand has to woo and please the customer, to master > servant.
The servant has to flap about, grovelling to the master on social media, humiliating themselves by endorsing products for free, in order to be fed?
WTF?
Have they lost their minds?
Haters gonna hate, y’all.