Cereal conglomerate Kellogg’s came out with the first ever Instagram-based social media shop called ‘Instashop’ to promote a new version of their famous Special K cereal.
Kellogg’s built a pop-up store in Stockholm, Sweden, that encouraged customers to upload a photo on Instagram with the hashtag #nyaspecialk—nya meaning new—to receive a box of Special K cereal. Customers then had to show the Instagram photo with the appropriate hashtag to sale associates that rewarded the social media act with a box of new Special K.
Because Special K is the most popular cereal in Sweden, Kellogg’s thought it would be fitting to offer the Scandinavian market the first taste of the new recipe. The new cereal featured a secret new recipe that includes more grains and better flavor.
Stats for Social Media-Based Shops
Trending: Older & Warm
Research: 8,165 clicks in 153 w
Interest: 0.9 minutes
Concept: Social Media Shop
Related: 70 examples / 54 photos
Segment: Neutral, 12-55
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