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Tweet for a treat: Social media post becoming currency?


Kelloggs, in the UK, has taken the power of social media to an entirely unique platform giving you crisps for a tweet...

September 26, 2012 2:48 by

If a friend, or rather, an acquaintance that you followed on Twitter were to encourage you (through a tweet) to sample or buy a new product, would you be inclined to do so? Kelloggs in the UK certainly hopes that you would as they have now opened a first-of-its-kind ‘Tweet Shop’ in Soho where they don’t accept cash for their crispy snacks, but social media currency.

You can wander around the shop, sample different flavours of crisps (their new venture), post a tweet (positive one?) and walk out with a free bag of crisps. Having a Twitter account would finally pay off!

Instead of opting for traditional advertising or paid posts on social networks, their plan is to harness the influential power of word-of-mouth marketing to raise awareness about their new product. Actually, it’s more like word-of-tweet marketing.

Sarah Case, brand manager at the Special K explains that the idea was almost like a direct instinct to the fact that social networking is becoming the most powerful tool of spreading awareness and getting a message out to the mass market.

“The value of positive endorsements on social media sites is beyond compare so we’re excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop,” she said.

Kipp loves the sound of this idea and can’t see any good reason why companies in the Middle East shouldn’t be jumping along for the ride, considering that the number of Internet and social network users in the region is getting higher by the day, we think it could be extremely effective.

On the other hand, utilizing this concept isn’t an option for everyone. Naturally, it wouldn’t work for the high end market products as nobody’s going to give you an iPad in exchange for a tweet are they? Still, we might be on to something here…

At any case, as charmingly unique as this idea is, some questions still remain unanswered, unless Kipp is being overly analytical. Shouldn’t the number of followers you have determine the amount of free crisp bags you get to take home? Secondly, does it have to be a positive review or can it be an honest review? Finally, does it really work?

“Tweets are monitored before the Cracker Crisps are handed over. However, anyone can tweet a negative tweet and we cannot stop this,” said a brand spokeswoman.

Monitored eh? Well, Kipp did expect there to be one or two guidelines on how the tweet should be phrased but all in all, it’s the first of its kind and not a bad idea at all. But more importantly, would this 140-character marketing technique work on you or do you see it as an idea that sooner rather than later, will flop?

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