Special K offers snacks for tweets to launch brand extension

Kellogg’s is opening, what it calls, Australia’s first shop powered by social currency, for the launch of a new product under its Special K brand. The ‘Special K Post Office’ asks people to ‘purchase’ the brand’s new savoury snack using social media instead of money.

The pop-up installation will be open for four days next week at Westfield Sydney, and will allow shoppers to sample the new Special K Cracker Crisps by posting a picture, commenting or checking into the location via social media channels like Facebook, Twitter or Instagram.

“The Special K Post Office is Australia’s first shop where you don’t pay, you post – it’s where you can come in and take away a crunchy, new savoury snack simply by posting a picture, comment or checking-in on social media,” says Nik Scotcher, marketing manager, snacks, at Kellogg’s.

“We wanted to give people something in return for the things they do naturally on social media already – and give them a snack option which means they can say yes to that afternoon savoury chip craving and still stay on track as part of their healthy eating plan.”

It’s a sampling strategy that, unusually, creates work for the target audience, but presumably for Kellogg’s goes some way to boosting perceived value, as well as getting the message spread across social networks.