Kellogg's Adds Mobile, Events to 'Special K Challenge'

Battle Creek, Mich. — Supported by a menu of interactive events, mobile applications and social media, Kellogg Co. launched the latest version of its Special K weight management challenge in January.Based on custom-designed weight loss plans that include Special K meals and snacks, the "What Will You Gain When You Lose" campaign encouraged consumers to focus on the positives of weight management – not numbers on a scale. Kellogg positioned Special K protein shakes, cereal and meal bars as all-day weight management tools. "This brand campaign is all about the positive emotional benefits of reaching one's weight management goals and reshaping the mindset of how women approach those goals," says Jesper Lund Jacobsen, associate director of the Special K brand. "We're focused on what women gain when they lose weight and that they shouldn't be afraid of the scale but feel empowered by it. Our message is that it's not what the numbers on the scale read but how you feel about yourself." That message repeated itself on a larger-than-life scale used in several interactive events in New York, Chicago and Los Angeles. In Times Square, women had the chance to step on the scale with no numbers but inspirational words only. Reactions were projected in Times Square on a large video screen. The promotion was repeated in Chicago and Los Angeles. All participants were invited to write their "gain" on Special K cereal packaging, take a photo with their custom packages and then share it on a Special K website and dedicated Facebook page.A mobile application for iPhone and Android devices, called myPlan, lets mobile users design their own weight management plans, access daily menus, track progress, receive weight management hints, find Challenge-friendly recipes, and access information about Special K's full suite of products. Items can be added to a shopping list, with notes on where the shopper can find the products in the store – in the snack aisle, for instance (but not a specific location within that specific store). Special K created the myPlan app with the help of Leo Burnett, in partnership with MediaMob, a mobile media agency based in Boston.In stores, the bars and shakes were merchandised on hutches and endcaps, and supported by endcap header cards, lug-on kits, pallet wraps, a billboard display topper and coupon brochure kits. Catapult Marketing of Westport, Conn., handled in-store creative, while Menasha, Neenah, Wis., handled lead production for in-store materials.

Kellogg's Adds Mobile, Events to 'Special K Challenge'

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