Social currency in the Tweet Shop

I am absolutely fascinated by Kellogg’s  #tweetshop. This is leveraging what is a truly cool idea. And I’m not able to pick apart here the consumer side of me from the comms researcher side of me. I just love it.

I won’t carry on at length about this because so many people have been talking about it. But I think it’s important to reflect on some of the key success factors.

First, it’s fairly novel. A few brands have done it already but it’s not everywhere. There is little clutter, which makes it stand out more.

It’s easy. Kellogg’s isn’t asking big things of people. It’s just asking for a tweet. I’ve seen a fair bit of comment recently, with which I whole-heartedly concur, that if you ask people to do something easy but specific, you are more likely to get that outcome.

It’s simple, which is not the same as easy. In fact, I’d be willing to bet that the entire thing wasn’t easy to devise or to execute. But, the idea itself is simple – it’s sampling innovatively, without lots of bolt-ons or rigmarole around it. It’s not too over-the-top in the pun department but there is a little bit of pun-ny-ness. (Y’all know I love a good pun, right?) The pun pays into the product launch because it’s relevant to the product.

You get something back. I think this is what turns this into a proper surviving meme. Our research with young people in particular has shown that they expect something. As I said, it’s sampling v2.0 (or whatever version you care to name it).

So, should you rush out and open up your own pop-up right now or start sending people free samples in exchange for a tweet?

Not necessarily: yes, it’s a great idea. But if you’re not early out of the gate, then you need to be bringing something new to the table. And it still has to be relevant to the brand and the consumer. Stop and think not about whether you can just pick this up off of the shelf and use it but about whether or not it is truly a good fit for your brand, your media mix, your consumers and your objectives. If the answer is yes, then go for it. But if it’s no, take inspiration and do something similarly creative.

Tara Beard-Knowland is a Director at Ipsos ASI. Follow her on Twitter @TaraatIpsosASI.

 

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