New Media as creators of new products

As we are well aware, in the past years we watched platforms like Facebook, Linkedin or Twitter grow at an increasingly rapid pace. Not only because of the possibility to connect with other people and sharing our day-to-day activities, but also given that those platforms became one of the main sources of information: many newspapers, journals and magazines have a Facebook application or a Twitter account where they share the highlights of their publications, as well as the opportunity to take place in competitions and getting special offers, for example, a discount on the subscriptions of those periodicals - which normaly one has to buy if he or she is interested in reading the complete article. A huge part of today's marketing strategy is focused not only on the billboards and printed adds in magazines, but also on the companies' websites - which is imperative they have - and on social media, for a faster and effective way to reach the publics and, most importantly, the target groups.


So when Tim Burgess, lead singer of The Charlatans, sent a fun and far from serious tweet to Kelloggs - a centenial company, founded in 1906 by W.K.Kellogg, which has expanded from less than fifity employees in Battle Creek, Michigan to a company that manufactures in 18 countries and sells its products in more than 180 countries -, teeling them that upon hearing the expression "totes amazeballs" (describing something awesome), he thought about how  that name would be cool for a cereal brand. Within an hour, Kelloggs got in touch with him, and according to the Marketing News, one of the company spokesman assured that they're planning on lauch the new cereal soon, with a personalized packaging.


Ana Nascimento




Sources

• http://www.kelloggcompany.com/company.aspx?id=39
• http://www.marketingnews.es/internacional/noticia/1064024028505/kellogg-unos-cereales-inspirados-tuit.1.html (in Spanish)
• http://www.marketeer.pt/2012/02/24/tweet-inspira-novos-cereais-da-kelloggs/ (in Portuguese)