KELLOGG READIES AUCTION LAUNCH
Kellogg Co. is taking another stab at loyalty marketing, this time via online auctions.
The company is launching Kellogg Kash next month across four brands (Corn Flakes, Honey Crunch Corn Flakes, Mini Wheats and Raisin Bran). Consumers collect on-pack points that they tally online at www.kelloggkash.com, then use the points to bid on Disney-themed goodies ranging from collectibles to Walt Disney World vacations. Kellogg is expected to rotate prize partners every quarter or so. It may add other cereal brands and will run Kellogg Kash through yearend before deciding whether to expand beyond cereal.
Battle Creek, MI-based Kellogg and Disney have collaborated on promos and Disney-branded cereals. Kellogg Kash lets Disney swap prizes for additional exposure on Kellogg boxes and online. Radio, print and online ads support via lead agency DraftWorldwide, Chicago, which handles Kellogg Kash creative. FairMarket, Woburn, MA, handles auction execution.
Kellogg Kash is separate from Kellogg’s Eet and Ern, a loyalty program for kids’ brands, run via Yahoo. That effort lets kids collect points on-pack, then redeem them for downloadable premiums at www.eetandern.com. The site runs periodic sweeps and e-mails offers to registered members.
