Kantar Retail's Karolina Fiedler explores the new way one retailer has discovered to exploit social media...
Pop-up stores have long been used as a way to build awareness around events – toy retailers use pop-up stores during the holiday season, apparel retailers showcase their latest seasonal fashions and technology brands use them to announce their newest product launches.
When Kellogg’s decided to use a pop-up store for the launch of its new Special K snack line, it took a unique approach of bringing the social media platform Twitter into the shopping experience.
The premise is simple: A tweet is a form of virtual social currency and has an innate value that the shopper can be compensated for – in this case, with a free box of Kellogg’s Special K. Shoppers are asked to tweet specific phrases out containing the hash tag “tweetshop”, such as:
Tweet 1: “Guilt free snacking with new, moreish Special K Cracker Crisps. Only 95 calories per bag #tweetshop #spons”
Tweet 2: “Special K has gone savoury! 3 flavours to try – sea salt and balsamic vinegar, sweet chilli, sour cream and chive #tweetshop #spons”
Tweet 3: “Love new Special K Cracker Crisps. Everything you want from a crisp, nothing you don’t #tweetshop #spons”.
Retailers and suppliers have been looking for ways to utilise social media to drive in-store sales and we here at Kantar Retail HQ think it’s a great example of leveraging Twitter to drive awareness and traffic. The notion that social media elevates the voice of the shopper will continue to grow, causing interesting implications for retailers interacting with customers online.
Is your company willing to put its marketing in the hands of its shoppers?
Karolina Fiedler is an analyst for Kantar Retail. Kantar Retail is a global insight and consultancy business delivering tangible and transformational growth solutions to the world's leading blue chip brands and companies.
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