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Special K Uses Pop-Up “Tweet Shop” In London To Promote New Potato Chip Product

September 29, 2012: 12:00 AM EST
Social media continue to move deeper into marketing strategies as companies look for ways to engage consumers in promoting brand awareness. For example, in the U.K., Kellogg’s Special K brand recently opened a pop-up – four days only – “Tweet Shop” to promote the fact that the brand is expanding into the potato chip (or crisps) market. Customers come into the shop and, in exchange for a suitable tweet promoting the product, walk out with a sample of Cracker Crisps, which come in three flavors. The concept works on two levels: the tweets boost word of mouth brand awareness, and the whole Tweet Shop concept grabs some free public relations attention.
Emma Hall , "In London, Kellogg's Swaps Snacks for Tweets to #tweetshop", Advertising Age, September 29, 2012, © Crain Communications
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