Kellogg’s ventured into uncharted territory last month when it opened a very special temporary pop-up store, where customers could collect a sample of the new Special K Cracker Crisps for the ‘price’ of one tweet.
A triple first
The Tweet Shop in Meard Street, in the heart of London, was the first in several ways: the first real store where customers could 'pay' by posting a tweet and the first Kellogg’s store ever in the United Kingdom, to celebrate Kellogg’s first foray into the cracker crisps market.
Customers who wanted to try the new product were allowed to choose between a tweet of their own or a ready-made standard tweet. The store even provided tablets in order to serve customers who didn’t have a smartphone.
Guerrilla marketing for compliments beyond compare
Kellogg’s aimed for this classic example of ‘guerrilla marketing’ to draw much more attention than simply handing out samples in the shopping streets. Kellogg’s has yet to unveil the outcome of this action, which took place in the week of the social media (from September 25th tot 28th).
Special K’s Sarah Case explained the initiative: “The value of positive endorsements on social media sites is beyond compare, so we’re excited to be the first company to literally use social currency.”
In the UK, the low-calorie crisps are available in three flavours: sea salt and balsamic vinegar, sweet chilli, and sour cream and onion. Whether they will be launched in Belgium and The Netherlands as well, is not yet known.