How Special K Became a Social Media Star†

Brandweek, August 29, 2009 — Marketers across all industries are buzzing about social media these days, but no one has really figured it out, said Jose-Alberto Duenas, Kellogg’s marketing vp of ready-to-eat cereals in the U.S. Though digital and social media may soon overtake the 30-second spot as the most popular form of advertising, brands still have a lot of experimenting and learning to do in this space. That’s what Kellogg is doing with social media campaigns on its Special K, Pop-Tarts and Frosted Mini-Wheats brands. It’s also teamed up with Ashton Kutcher’s Katalyst Media and Feeding America to raise up to $1 million for hunger relief. Efforts like the latter program have attracted 210,000-plus in Facebook fans. Duenas, who considers Special K to be one of the... continue reading