Maybe they’re just riding the wave of energy leftover from the Olympic Games, but we’re beginning to worry that the British might officially be out thinking us when it comes to creative marketing campaigns.
Earlier this week, we wrote about a Nestlé campaign that used GPS devices in candy bars in order to pinpoint consumers’ locations and then swoop in and reward them with a suitcase full of cash. Now Kellogg’s is getting in on the creative U.K. action with a pop-up store in London that’s giving away bags of the brand’s Special K chips in exchange for a positive tweet on Twitter.
To earn their free snack, store visitors can write their own tweet or choose from one of three prewritten tweets. Kellogg’s is calling the store the “world’s first tweet shop” and we’re willing to bet it’ll probably be the last.
Something about this idea – maybe it’s the subtle undertones of bribery – just feels a little off to us. Still, we appreciate the effort and the brand’s ability to turn an ordinary sampling booth into something much more buzzworthy.
MARKETING LESSON: Would you trade your product for a positive tweet? How about a positive Facebook post? If the answer is yes, this tactic might be a worthy addition to your next sampling event.