No cash anymore? Dying for a snack? How
about paying for a bite to eat by the tweet?
Special K opened
in London a pop-up store where you can enter and buy Special K
products thanks to your tweets. The store has been created to mark
the launch of the brand's new savoury crisps range, with customers
asked not for money at the till, but instead a tweet on Twitter about
the new snack bag.
"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," said Special K's Sarah Case.
This strategy is very interesting in
terms of branding because Special K succeeds in being associated with
a very young and trendy social network: Twitter. It would definitely
convey a modern and young image of the brand.
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