Hitting the High Seas of Social MediaThe Journey of Cap’n Crunch on Facebook and Twitter

People Love the Cap’n

Calling for the Cap’n

The Cap’n Arrives…

2011: The Cap’n has found land. He launched his next adventure on Facebook and Twitter for his adult fans

43,751

Immediate Community Response

Word of Mouth & Street Cred

The Rules of Engagement

Find the Sweet Spot

Be the Cap’n Talk to them Experiment Use what you have

Be ‘Human’

Many brand mascots have found a home on Facebook…

The Cap’n Speaks

But the Cap’n is one of the few to use his own voice vs. that of a brand

Talk to Them: value their opinion

Experiment

Results from local posts•3% Feedback score average  

•6.78% - Highest feedback score on a geo post during that time period 

Use What you Have

The Rules of Engagement

Be ‘human’ / Be the Cap’n Talk to them Experiment Use what you have

Find the Sweet Spot

The Cap’n Has Been Busy

• Avg. 7 Facebook Posts per week, with an average of 78 Cap’n comments in the comment stream

• Average of 57 Tweets per day, including an average of 22 @ replies

It Takes Two (to make a thing go right)

The Results: Social (can) = Sales

What’s ahead

• Grow the community • Increase the investment

• Go 360

Questions?

barbara.liss@pepsico.com / @chicagobliss / @realcapncrunch