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.
The new product is available in two flavours, Sour Cream & Chives, and Honey Barbecue.
Nik Scotcher, marketing manager of snacks at Kellogg’s. said: “We wanted to give people something in return for the things they do naturally on social media already.
The campaign is Special K’s first attempt to move into the savoury snack category in Australia. It has previously launched similar products in the US and Canada.
The agencies involved in the campaign are creative agency JWT, media agency Mindshare, digital agency VML and PR agency Liquid Ideas.