Kellogg’s has launched a campaign called ShareYourBreakfast.com. The platform encourages users to share their breakfast by sending a photo,
and Kellogg’s makes a donation for each image.
Using the collected material, the UCG site recreates a real map of the eating habits of Americans at breakfast, generating trend and statistical averages, as well as comparing different areas and states.
The platform is incomplete in terms of the digital eco-system but it’s a good case history of how a big food brand pursues the way of “self tracking” as a main platform strategy.
In terms of returns, with Kellogg’s the ShareYourBreakfast.com platform is well integrated into a social network obtaining behavioral information of the absolute market value.
It is too bad that this good idea is missing crucial aspects for the success of this platform such as the Gamification aspect and a Mobile solution.