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.
Key Themes Behind This Trend
- Social-media-based Promotions
- Businesses can use social media to promote their products by creating Instagram shops or Twitter stores to increase exposure.
- Gamified Marketing
- Businesses can create marketing campaigns that encourage customer engagement through contests or rewards, resulting in increased brand loyalty.
- Experiential Marketing
- Businesses can create immersive experiences for customers by setting up pop-up stores that reward customer engagement through social media.
Where This Applies
- Food and Beverage
- Food and beverage companies can leverage social media-based promotions to increase brand exposure and customer engagement with their products.
- Retail
- Retail companies can integrate gamification into their marketing campaigns to encourage customer loyalty and repeat business through reward programs.
- Marketing and Advertising
- Marketing and advertising agencies can develop experiential campaigns for their clients by creating pop-up shops and leveraging social media to increase customer engagement and brand awareness.
