Kellogg Keeps Digital Shoppers in Mind
Programs aimed at the digital shopper are a huge opportunity for brands to engage consumers and improve marketing efficiencies.With that in mind, Kellogg Company (www.kelloggcompany.com) launched the Kellogg’s Family Rewards (KFR) program in June 2012, wherein consumers register and enter unique codes found inside more than 2.5 billion packages of their favorite Kellogg products. They then collect and exchange points for rewards, like song downloads, movie passes, restaurant vouchers and more. The program is supported by a cross-brand portfolio web site, mobile site and Facebook application.
Each time a member enters a code off a package, Kellogg knows the specific product purchased (including any special promotion included on the pack), and can collect information on where the item was purchased.
“We track consumer behavior through code entry and other digital engagements to create a more personalized and relevant experience for consumers,” explains Kim Begeman, associate director, Consumer Loyalty, Kellogg Company.
This ongoing analysis led to the re-launch of its Digital Download Store in partnership with Hip Digital Media (www.hipdigitalmedia.com).
“Consumer research showed that music downloads were popular and had ‘inclusion potential’ for KFR. We also found that mom is always trying to find ways to make each day more fun and rewarding for her family,” explains Begeman.
Thus, the new platform provides digital gift cards for Amazon.com and Hulu and virtual currencies for Webkinz Points, Kingsisle Crowns and Moshi Monsters Memberships, alongside additional offerings. Members can redeem rewards from desktop or mobile devices.
“Providing digital rewards such as song downloads and exclusive content allows us to round out our catalog to meet the needs of all types of families,” concludes
Begeman”
FAST FACTS
Tis the Season
Just in time for the 2013 Holiday Season, The Kellogg Company will further engage and delight loyal consumers with the re-launch of its Digital Download Store.
Avenue to Insights
Digital content rewards can increase sales for brand owners. The convergence of offline and online advertising can be made by a simple pin code on pack, and can provide Kellogg with an incredible amount of insight into their customers and buying behavior.
Holiday Cheer
Kellogg’s 2013 Holiday Program, entitled “The Gift of Music”, enables loyalty members to earn reward points but also an instant Hip Digital Media music
download for every code entered.
“We have already seen thousands of downloads redeemed and look forward to what the new platform of digital rewards has to offer.”
—Kim Begeman, associate director, Consumer Loyalty, Kellogg Company