Last week, Kellogg’s opened a pop up ‘Tweet Shop’ in London to promote the launch of its new Special K Cracker Crisps.
The promotion lasted for a week and created waves in the world of marketing and social media.
Venturing into savoury snacks is a first for the brand, but that’s not all. What set this shop apart was that it didn’t actually sell the cracker crisps for money; it offered ‘free’ samples in exchange for tweets about the product.
HOW DOES IT WORK?
So all you have to do is walk into the shop, choose from three sample tweets from the menu on the wall or create your own adding the hashtag #tweetshop, and post it online to all your followers. In exchange, you get a box of Special K Cracker Crisps.
One of the sample tweets reads: “Special K has gone savoury. 3 flavors to try–salt and balsamic vinegar, sweet chili, sour cream and chives #tweetshop #spons”
Photo credit: Coraline Despeyroux/beingcoraline.com/@corakorka
In the words of Kellogg’s Sarah Case, “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 instead of financial currency to launch this new product in our bespoke Special K shop… This is big news for Special K and we are hoping the brand’s move into crisps and the high street will create a major buzz on and offline.”
In a world where Kim Kardashian can make $10,000 for one tweet, this kind of marketing move seems like the next logical step.
It’s a solid idea and I can see the concept being used by hundreds of brands. In fact, even if tweeting wasn’t required for ‘purchasing’ products, I’m certain this kind of a pop up store would generate a lot of social media buzz regardless.
Kudos to UK events agency Slice for coming up with the idea for the shop and carrying it out effectively.
In other news, seeing as how I couldn’t make it all the way to London I did actually get in touch with Kellogg’s with my irresistible offer of tweets in exchange for free stuff. Still waiting for a response…