DBS: Paid, Owned and Earned: The Cheez-It Story
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description
When Kellogg's asked its fans to choose the newest Cheez-It flavor, the votes came in in droves. In this case study, Kellogg's Bob Arnold and his account leader from Razorfish describe the best balance -- and timing -- of paid, owned and earned media in order to see the most benefit. Speakers: Bob Arnold, associate director of global digital strategy, Kellogg’s @BobbyArnold Xavier Wynn, creative director, Razorfish @razorfish
Transcript of DBS: Paid, Owned and Earned: The Cheez-It Story
- 1. They dont take life, or snacks or politicstoo seriously2
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