Kellogg’s gets original for PR pitch

As social media continues its rise within the Australian business market, there are always going to be ‘firsts’ and ‘biggests’ as people try new ideas with new technologies.

But that doesn’t mean you can’t marvel when someone gets it right.

Earlier this month, Kellogg’s (a brand which itself admits to being quiet on a public relations front) decided it would invite agencies to pitch for the consolidated business.  Though in a slightly different tender process…

They’d already shortlisted five other agencies but invited a sixth into the mix by asking them to tweet the Corporate Communications and PR Manager, Gareth Lucy, and explain why they should have the business.  Twitter’s been used for many things in Australia, but this was something unique.

Initially I was sceptical: was it a little bit presumptuous for Kellogg’s to ‘tweet and let them come’?  Should PR agencies do cartwheels for one spot on a shortlist?  Was the medium even a fair channel for entry?

But why not?

Tendering can be an extremely long and complicated process – Twitter offered a 140 character solution with the submissions filtered using the #kelloggspr hashtag.  Agencies were forced to be creative – the medium and the character limit were set; the rest was open slather.

Kellogg’s had hit on an idea that gave them the PR launch they were after, and sped up the selection process to find a creative Australian agency to add into the mix.  The #kelloggspr hashtag was soon trending on Twitter and it was impossible to ignore the stream of Kellogg’s-related information rushing around online.

Everyone in the Twitter comms world was talking ‘Kellogg’s’ and everyone wanted to be part of it.

Furthermore, the very next day my friends and I were sitting around talking about the excitement the campaign had caused and what entries we’d seen to date.

Kellogg’s had developed buzz around a traditionally arduous process and all because they adopted a different approach.  In fact, 364 unique tweets within eight hours…

The lesson?  Dare to be different.  Simply because something has been done a certain way time and time again doesn’t mean it’s the best way.  We work in an industry that encourages creativity to help clients get cut through.

Expect to see more creativity as businesses become even more familiar with the technology at their disposal.  Though spare a thought for the selected agency – once appointed, they have some big boots to fill.

This post originally appeared on the Sefiani Blog.


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