Special K Promo, Case study THE SPECIAL K ONLINE CHALLENGE by Leo Burnett Guatemala

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market Guatemala
Agency Leo Burnett Guatemala
Creative Director Ivan Polanco
Released January 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: KELLOGG´S
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: LEO BURNETT GUATEMALA, Guatemala City, GUATEMALA
Entry URL: http://www.facebook.com/elretospecialk?v=app_4949752878
Creative Director: Ivan Polanco (Leo Burnett)
Digital Director: Felipe Godoy (Leo Burnett)
General Creative Director: Aviu Polanco (Leo Burnett)
Managing Director: Lucia Ponce (Starcom)
Media placement: Online Application - Facebook - 13/01/2010

Results and Effectiveness
-More than 15,000 pounds lost. -Spontaneous brand awareness increased in 11%, top of mind in 5%. -This is the promotional activity with the highest percentage of response for Kellogg´s in CA -Women learned about the Special K Challenge & tried the product, but most importantly shared their experiences with the brand & supported each other to finish the challenge. -A Facebook Application turned out to be the perfect media to help women lose weight online and offline.

Creative Execution
We created the Special K Challenge on Facebook, an application that helped women lose weight on and offline. It consisted of two phases: 1. A Role-Play Game where women learnt about how to incorporate The Special K Challenge in their everyday life. They could choose between different characters and help them lose weight through activities and eating right with the Special K plan. Each activity had consequences, either winning or losing calories in order to get your character fit. With this, a giant brand community was born. 2. We invited this community to do the challenge in real life and to share their experiences trough Facebook. To keep the participants motivated, we sent them tasks to get daily prizes.

Insights, Strategy & the Idea
We wanted to increase Kellogg´s Special K brand awareness and educate our main audience (a weight-conscious woman who is on her personal weight management journey to improve her appearance) about what the Special K Challenge is. To achieve this we needed something that allowed them to experience our Challenge in a fun & simple way, like they were just playing. Something that let them try it, before they buy it.