dbs: paid, owned and earned: the cheez-it story
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 @razorfishTRANSCRIPT
- 1. They dont take life, or snacks or politicstoo seriously2
2. 5 3. 7 4. 9