By Aimee Chanthadavong

Kellogg’s Special K has opened up a pop-up shop in Westfield Sydney that is accepting payments only by social media posts.

The Special K Post Office is being used as a marketing campaign to launch its new savoury snacks – Special K Cracker Crisps. But in order for shoppers to “pay” for the product, they need to make post a picture, comment or check-in via Facebook, Twitter or Instagram.

Nik Scotcher, marketing manager, snacks at Kellogg’s, told RetailBiz the company is always looking for innovative ways to engage with consumers.

“Engaging with our consumers is always top of mind and social media creates an excellent platform to have conversation with them directly while also connecting with their wider circle of influencers,” he said.

“This idea helps us give people something in return for the things they do naturally on social media already, and gain feedback on our exciting new Special K snack food.”

Kellogg’s has executed similar launches in other countries around the world and according to Scotcher has seen plenty of success as it’s “something a little bit different”.

“When talking about new products we’re always looking for new ways to reach our consumers and create something that stands out from the rest,” Scotcher said.

“Using social media in this way is a new experience for us and them and it’s important to continue to look for more ways to do things a little differently.”