The Tweet Shop is a retail outlet from Special K that opened this past week in London. Rather than paying with money, consumers pay with a tweet.
From Fast Company,
The new shop was built to promote Special K Cracker Crisps; another first for the brand, a savory snack. Londoners near Soho can visit the shop from 9a.m.-5p.m. until Friday, September 28, pick out a form tweet from a menu of options, and walk out quenched. (Sample form tweet: “Special K has gone savory. 3 flavors to try–salt and balsamic vinegar, sweet chili, sour cream and chives #tweetshop #spons”)
Why I’m Curious
It’s nothing new for brands to reward fans, but Kellogg’s was able to put a new twist with creating a brick and mortar location. A majority of rewards by brands are reactive and for existing fans of a brand, but Kellogg’s gives consumers the opportunity for something free in exchange for only a tweet (no follow, no like, no email required!). Also, Kellogg’s gave consumers power, with the ability to choose the prepopulated tweet as well as the flavor of crackers.
I’m curious to see how anyone with a voice on social, not just influencers and celebrities, will be rewarded. Hopefully this will be recreated in New York soon!