Can’t wait ’til morning: Anatomy of a mobile marketing campaign by Kellogg’s (Not Working?)

Last Updated 5/29/2012 11:16 PM (go to bottom)

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In Tatango style:
Tatango is not paying me i just like them

Last night when arriving home and storming the kitchen I saw my wife’s new cereal adventure, the new Kellogg’s Crunchy Nut ( it was Buy 1 get 1, that’s why she bought it).

 

 

 

 

 

 

 

 

I am a ‘QR Code Hore’ so I unloaded my phone to scan the thing and this phrase caught my attention:

Part 1
Just Can’t Wait Til’ Morning

 

 

 

 

 

Why? It actually happens to me that at night I find myself craving the morning cereal. It is a phrase that had to come from real marketing research. Great work right in target.

Part 2 – SMS (Not Working), QR code

SMS Campaign, Not Working?: it seems the SMS functionality of this Kellogg’s national mobile marketing campaign is not working. Please anybody reading the post, test the SMS to see if it’s only me or my phone/carrier or is it an issue with the Kellogg’s SMS provider. The original intention of this post was not show this functionality problem but to display a marketing campaign that I dig. So I will continue with that. But before here is the screenshot showing the problem. As you see I sent  texts 3 times and got no reply from the campaign.

 

 

 

 

 

 

 

 

 

 

The QR Code takes to very funny video sketches where people have breakfasts in different parts of the world. Last night I saw the Finland video. Today it was in Alaska. Supposedly if you scan the QR Code every hour you will see a different video every time. This is the screenshot:

 

 

 

 

 

 

 

 

Part 3 – Campaign Disclaimer

What I found interesting is that it offered a route to download a QR code for the ones who don’t have it by texting the keyword 2DCODE. THIS ONE WORKED. Which suggests that the problem mentioned above comes from the SMS provider not from my phone or carrier.

 

 

 

 

 

 

 

 

 

 

 

 

 

SMS campaign working or not Crunchynut did not dissapoint. Good Morning.

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Tuesday 5/29/2012 11:18 PM

It is with great satisfaction and a delicious bowl of crunchynut being digested in my stomach that I write this update. First let’s go back to Friday (3 days ago). From the beginning I was planning to tweet the @Tatango team and @DerekJohnson after finishing this blog post. But realizing about the sms mistake in this national Kellogg’s campaign made it 100 times more exciting. I commend Derek Johnson (Tatango’s CEO), that’s a guy right there that walks the talk. He is an SMS freak, he might be the most passionate guy about mobile marketing you’ll ever meet. So I knew he was going to get involved. Nevertheless it felt like a total victory (ask my wife about it) when I received his tweet reply. First, he confirmed that the SMS breakdown was not only happening in my phone but in his as well. Secondly, in his tweet replies he mentioned @JeffHasen chief marketing officer at @Hipcricket as the person to contact to fix the Problem. to which I immediately replied with a link to this blog post. (continues below…)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Not long after Jeff Hasen tweeted saying that they were on it (see just above). Afterwards Derek and I kept on tweeting each other asking ourselves when was this SMS misfortune going to be fixed. He said Monday, I said Wednesday, and I am extremely glad to report that today Tuesday May 29th 2012 the problem was finally solved. Now every time a crunchynut fanatic texts “crunchynut’ to 30333 they receive a beautiful reply leading them to some kick ass funny videos about people having breakfast in many parts of the world. Balance has been restored and I am a happy camper. But I am left with the following question:

How many crunchynut cereal boxes were printed with this SMS blunt on it? and how many people texted to find no reply on the other end?