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.
