Here’s a great example of how listening to the social web can support your research & development (or R&D, as marketing wonks call it).
The story begins with an innocent, light-hearted tweet by Charlatans frontman Tim Burgess:
“Just invented a breakfast cereal called Totes Amazeballs™,” Burgess wrote. “Kellogg’s are interested.”
Burgess probably wouldn’t have known that Kellogg’s were listening, as usual, for mentions of their brand – and were instantly taken with the idea.
Within weeks, Kellogg’s had produced a mock-up of Totes Amazeballs, replete with Burgess’s grinning face. “They’re schhhweet!” he says on the box.
— Kellogg’s UK(@KelloggsUK) February 20, 2012
While those doyens of breakfast cereals only planned on making one box (which they sent to Burgess), the response on the social web has been so positive, they are now considering producing Totes Amazeballs on a grander scale.
To sum up, Kellogg’s created some wide and overwhelmingly positive online and offline PR and genuine product development simply by doing some basic social media monitoring and spotting an opportunity.
Or…from Tweet to treat in just a few weeks.