Experiential Marketing - Kellogg's Tweet Shop

Working with the All-Bran division of Kellogg’s along with their experiential agency Strategic Objectives in Toronto, XIBITA executed on the Tweet Shop concept.  Xibita is our sister company that specializes in Custom Exhibit solutions - www.xibita.com.

By all measureable standards, the experience was very successful.  But why?  Based on my observations here are the key factors for its success:

1.       Location – choosing Eaton Centre, downtown Toronto is a very good start.  Visible from a number of levels and vantage points really helped.

2.       Design – the physical structure was visually stunning.  The graphics compelling and the overall presence unexpected, given the environment.

3.       Free – free samples are always a draw and to enjoy a complimentary bowl of cereal was a big draw.

4.       Share – the ability to enjoy this unusual experience and then share it with your friends is very satisfying.

Building a great experience is difficult given the jaded nature of consumers, but following Kellogg’s strategy will hopefully make it easier.