In 2007 Kellogg, a US based food manufacturer, created an integrated digital media experience for its "Special K Challenge." The project featuring a support website that offered consumers the opportunity to customise a diet using Special K cereal, participate in online forums with pointers from experts, join a Yahoo! e-mail support group and click through to Amazon.com to purchase the cereal. Kellogg translated website interactions and click-throughs to market response over 18 months, and found ...
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