It’s good to see the success of Kellogg’s new chat website to support their Drop a Jeans Size campaign.

Drop a Jeans Size - a smart name for what was the Special K diet - advocates a simple two-week diet where two meals a day are replaced with a bowl of Special K (in any of its varieties).

To support the campaign, the site uses online message boards and blogging groups to drive mutual support among dieters - and powerful word of mouth for the Special K diet.

Kellogg’s clearly understands its audience.

There are now nearly 1,000 postings in the public message boards alone, fuelled by a mostly female audience from around the country. The tone is familiar from message boards on sites such as handbag.com and ivillage; open, supportive and interactive, (though it’s a shame Kellogg’s have set up their boards in a way that doesn’t allow threads to be followed or commented on).

Perhaps the most innovative element is the fact that Kellogg’s appear to be using blogging to allow dieters to form small support groups, inviting friends to join them. A great idea for engaging the audience, offering a helpful support tool - oh, and it also spreads the word about the diet and the Kellogg’s site.

This entry was posted on Tuesday, January 31st, 2006 at 8:41 am and is filed under Message boards, Marketing, Blogging, Market Sentinel. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.