Kellogg’s introduces paying with a tweet | RetailDetail

Kellogg’s introduces paying with a tweet

Kellogg’s introduces paying with a tweet

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.

Questions or comments? Please feel free to contact the editors


Are Chinese prisoners working for H&M and C&A?

20/02/2018

British former journalist Peter Humphrey has accused C&A and H&M of using forced labour. He claims to have seen how Shanghai prisoners were forced to work for Western chains, something the retailers will now investigate.

Chanel acquires stake in online retailer Farfetch

19/02/2018

French fashion label Chanel obtained a minority stake in British Farfetch. It wants to use the online retailer’s expertise to create more digital innovations for its own customers.

Monoprix wants to acquire web shop Sarenza

19/02/2018

Store chain Monoprix, part of French Groupe Casino, entered negotiations to acquire online shoe seller Sarenza, one of France’s prime online brands.

Zalando expands collaboration with German retailers

16/02/2018

Zalando has further expanded its collaboration with physical retailers in Germany. Shoe stores were already able to ship through Zalando and now clothes stores can too.

Kiabi opens largest Belgian store in Westland Shopping Center

15/02/2018

French clothing chain Kiabi will open its fifth Belgian store in the Westland Shopping Center in Anderlecht. This will become its largest Belgian store to date, spread across 1,800 sqm.

H&M warns for difficult 2018

15/02/2018

Swedish fashion group H&M warns that 2018 could be yet another difficult year for the company. It is working to improve online sales, but store turnover will most likely continue to drop.

Back to top