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.
Social Media-Based Shops
The Kellogg's Social Media Shop Exchanges Cereal for Instagram Photos
Trend Themes
1. Social-media-based Promotions - Businesses can use social media to promote their products by creating Instagram shops or Twitter stores to increase exposure.
2. Gamified Marketing - Businesses can create marketing campaigns that encourage customer engagement through contests or rewards, resulting in increased brand loyalty.
3. Experiential Marketing - Businesses can create immersive experiences for customers by setting up pop-up stores that reward customer engagement through social media.
Industry Implications
1. Food and Beverage - Food and beverage companies can leverage social media-based promotions to increase brand exposure and customer engagement with their products.
2. Retail - Retail companies can integrate gamification into their marketing campaigns to encourage customer loyalty and repeat business through reward programs.
3. 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.