Kellogg and other companies are getting customers involved through mobile marketing, encouraging response in the form of text messages and photos sent via mobile phone. (Mobile marketing opens new possibilities for planning advertising and sales promotion, updates Chapter 9 of the Essential Guide to Marketing Planning.)
Kellogg (maker of Rice Krispies, shown above) is inviting consumers in Britain and Ireland to use their mobiles to participate in "The Big Bake" program. Here's how it works: Bake (using a Kellogg cereal) + Snap (photograph yourself with your baked item) = Ta Da (send the photo via mobile to Kellogg and you could be a star in the next Kellogg TV or print ad). Kellogg also posts customers' photos of baked goods online for everyone to see, the way Jones Soda displays customer-submitted label designs on its Web site.
For a look at other mobile campaigns, check the Yahoo! Mobile Marketing Awards. And for ideas about what not to do in mobile marketing, read this post on MyCustomer.com.
