Wednesday, June 29, 2011

Kelloggs Gets Creative With Facebook In New Charitable Campaign

This Spring, Kellogg's and experiential advertising agency TRO launched the Hmmmm to Mmmmm campaign to promote their own brand and raise £500,000 for Red Nose Day, a charity promoting comic relief to raise money for disadvantaged people in the UK and Africa. On their UK University Campus tour, they set up photobooths and computers allowing customers to take funny photos of themselves and post them to their profiles on Facebook. This video shows their campaign in action at University of Arts London:     
The genius of this campaign was that the promotion didn't stop once the charity was over. Using the Facebook page they had established for the Road Show, Kellogg's launched yet another Facebook integrated campaign that worked to give consumers incentive to "Like" their page to play the Find a Friend Who Isn't game for prizes like unlimited Rice Krispies Squares for a month. The game challenges users to show just how well they know their Facebook friends by showing them 1 photo of someone they don't know mixed in with 49 photos of people in their network and making them "Find the Friend Who Isn't". The fastest time wins the prize, and this creative and interactive campaign has brought in 55,949 "Likes"! Talk about effective Social Media advertising!

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