In 2006 Kellogg launched “It’s going to taste great ” phone line where consumers were encouraged to dial 08000 747 808 and record their rendering of the tune from the Frosties TV ad.
Launched nationally via local radio, winning entries were to feature in the next radio ad. Consumers could also submit their entries via Kellogg’s website, www.frosties.co.uk.
Kellogg selected award-winning messaging company Mediaburst as its communications partner to build and manage this IVR line.
Tom Newitt, Kellogg’s Senior Brand Manager, explains why: “At Kellogg, consumer data security is paramount and we only partner with messaging companies that can deliver a totally secure and reliable service. From our perspective, that means Mediaburst and only Mediaburst.”
Newitt adds: “The new Frosties campaign is the first one we have worked on with Mediaburst. They have been both professional and flexible throughout, taking a consultative approach to the project and suggesting ideas we had not considered to increase campaign success.
“Mediaburst’s expertise was clear when it came to preparing the script for the IVR and then putting this into action with the build. We are now looking at other opportunities with Mediaburst to incorporate SMS and IVR into our campaigns.”
Jeremy Bygrave, Managing Director of Mediaburst concludes: “Clearly, we’re proud to be associated with the Kellogg brand and look forward to working with them time and again to increase consumer interaction across their compelling portfolios.”
