Special K opens 'The Tweet Shop' where customers pay in "social currency" instead of cash


By The Drum Team | Staff Writer

September 25, 2012 | 2 min read

To celebrate the release of Special K Cracker Crisps and the cereal brands move into the savoury crisps market, Special K has opened a standalone retail outlet where customers pay in ‘Tweets’.

‘The Tweet Shop’ in Soho’s Meard Street, London, wants customers to put away the cash and pay for their goods in “social currency”. To purchase a packet of crisps all customers need to do is Tweet a message about the low calorie snack.

The shop is staffed by a number of iconic Special K girls in red dresses who will check each customers Tweet before handing over the crisps.

Sarah Case from Special K comments: “The value of positive endorsements on social media sites is beyond compare so we’re excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop.”

The shop will be open from 9am-5pm from Tuesday 25 September to Friday 28 September, and features a special ‘community noticeboard’ that captures the social media reaction to the unique retail space.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Case added: “This is big news for Special K and we are hoping the brand’s move into crisps and the high street will create a major buzz on and offline.”


Industry insights

View all
Add your own content +