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BizReport : Social Marketing : September 28, 2012

Kellogg's London pop-up store accepts social currency for new product

To launch a new product, Kellogg's is using social currency in a world first. A new 'tweet shop', temporarily located in a busy inner-London location, gives away free product in return for a Tweet.

by Helen Leggatt

To launch the company's foray into the savory crisp market, Kellogg's has taken over a store in London's Soho district.

The store is packed with free samples of their new product, Special K Crackers, along with a 'try before you buy' area and an LCD 'community noticeboard' that displays reactions in social media.

However, instead of asking customers to reach for their wallets, customers at the store are encouraged to reach for their mobile device.

One Tweet is all that is needed to secure a pack of the new, low-calorie snacks. Once a customer's Tweet is displayed on the large LCD noticeboard, complete with the hashtag #tweetshop, a pack is handed over.

"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," says Sarah Case from Special K.

The pop-up store won't be around for long. It is open 9am-5pm from Tuesday 25 September to Friday 28 September.

Tags: endorsements, pop-up store, product launch, social currency, social media, Twitter, UK

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