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My special k


The two week CHALLENGE program

Art direction/design
"Razorfish chicago"

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My special k


The two week CHALLENGE program

Art direction/design
"Razorfish chicago"

Special K has long been a part of weight loss plans. For years, the brand has invested millions in the Special K Challenge, also known as the "2-week Challenge". This drives a significant sales spike. However, the results in an end date with consumer engagement dropes. Kellogg's wanted to build a 24/7/365 relationship between the brand and its consumers, but wondered how to accomplish this without abandoning the equity they had in their "Challenge" position.

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the idea


easy acces for all

the idea


easy acces for all

 In a culture where most people are on the go,  we created tools to keep people connected and engaged with the program.
We builded a website with different welcoming messages for breakfast, lunch, dinner, special occasions and a simple to use interface.
A mobile app allowed individuals to have a continuous connection with their online experience. Once we captured individual emails,
we were able to grow the consumer data and able to create a CRM program.

 

 


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