Having put on a few extra pounds during the holidays, I decided to try Kellogg’s Special K Challenge. The Special K Challenge is a diet created to help you lose up to six pounds in two weeks. Since I love cereal, I thought I would give it a try.
DIET WORKED BUT IT IS A BIT SWEET
Not only did I lose 5 pounds in three weeks, but I became a big fan of how they marketed this campaign. Whoever conceived this concept was astute in recognizing that they needed to regularly update its message. A great take-away for marketers is to remember that long-running campaigns need to be refreshed in order to stay vibrant.
The campaign became interactive after its first month – that’s when the cereal packaging changed asking us to upload photos. As a result, they also provided a custom video that included my photo. Click here to see that video. (The video is still in process – if my photo doesn’t appear at the end yet, that means that it is still waiting for an approval by someone at Kellogg’s).
The Special K Challenge is a smart campaign. It touched consumers in a spot that causes personal pain and as such, provided a solution.