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Kellogg Co. taps mobile to drive loyalty reward redemptions

October 4, 2013

Kellogg's new mobile site

Kellogg Co. has launched a new mobile and Web experience that integrates into the company’s loyalty program to make it simpler for consumers to receive rewards.

Kellogg has revamped its digital download store so that consumers can enter and redeem points for the brand’s Family Rewards program. Kellogg worked with Hip Digital on this mobile effort.

“Mobile is and will continue to be a critical channel in the expansion of the Kellogg’s Family Rewards program,” said Kim Begeman, associate director at Kellogg Loyalty, Battle Creek, MI.

“Currently we offer a mobile-optimized Web site, the ability to text in codes and delivery of relevant outbound SMS messages with bonus codes,” she said. “Moving forward we will continue to develop mobile capabilities to facilitate participation and enhance the personalized KFR experience.”

Mobile loyalty
The site can be accessed at via a desktop or mobile device.

Consumers are then prompted to log-in either through an account or by linking the site to a Facebook account.

Once a consumer is logged in, he or she can enter codes that are found on packages of Kellogg products from brands including Pringles, Keebler and Cheez-It.

The points can then be redeemed for digital gift cards and currencies to Amazon, Hulu, Kingsisle and Webkinz.

For example, consumers can receive one free month of Hulu in exchange for seven currencies.

A screenshot of the new site on a tablet

Rewards also include music, and results can be filtered by criteria including album, song or artist. Songs cost one credit each.

Consumers can also browse through ebook and audio book content.

Due to Apple’s closed system, consumers can only download content such as music straight to their mobile devices via iTunes.

Therefore, the site includes a storage locker feature that lets consumers participate and browse content from an iPhone or iPad device. When users find an item that they want to download, they are sent an email with a link that they can click on to retrieve the content from a PC device.

Consumers accessing the site through all other operating systems are able to directly download content.

The site is also planned to include a Spanish version soon.

Holiday plans
Kellogg is also rolling out a holiday-themed program called “The Gift of Music” that gives members a few mobile-exclusive components.

For example, there is an augmented reality app that syncs with packaging to bring a product to life and let consumers watch 3D concerts from musicians such as Kellie Pickler, Conor Maynard and Chris Daughtry.

The program also links back into the mobile loyalty site to let members receive a music download for each code entered from specially-marked products in addition to the points that they already receive.

As an alternative to the one code per song download, consumers can stash five points to receive a $10 gift card filled with currencies that can be used to redeem music.

For a CPG brand such as Kellogg, mobile is a natural way for the brand to speed up loyalty-building efforts since mobile streamlines the entire redemption process and can therefore propel more consumers to participate.

“What we are seeing in the consumer marketplace is a huge growth in smartphone adoption and time spent online across all mobile touch points,” said Baris Karadogan, CEO of Hip Digital Media, Menlo Park, CA.

“The natural correlation for a loyalty program and any in-store promotion for a CPG brand like Kellogg’s is to offer the consumer accessibility and instant gratification on mobile,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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