New Special K Mobile Application Helps You Stay on Track For Weight Management Success When You’re on the Go

Posted: December 19, 2010 in Brand management, Social Media
Tags: , , , , ,

I am sure that everybody knows Kellogg Company, which is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods.

Special K® is only one of the brands of this company. However, not only the word “Special” but also its first-mover position makes this brand special. Special K® is launching its first mobile app in the U.S. market for iPhone and Android mobile devices. The app, called myPlan, offers people a new way to take the Special K Challenge™ and stay on track with weight loss goals by accessing their plan from their mobile device.  The myPlan app was created with the help of global ad agency Leo Burnett, in partnership with premier U.S. mobile media agency MediaMob.

“The Special K brand is excited to introduce the myPlan app to make our popular Special K Challenge content available in places and devices where weight managers can easily access and benefit from the information.” said Jesper Lund Jacobsen, Associate Director for the Special K brand at the Kellogg Company. “We are excited to be launching myPlan at the end of the year when consumers are looking for ways to maintain a healthy diet and prepare their New Year’s resolutions.”

Whether the goal is to shed unwanted holiday pounds or become more fit and fabulous in the New Year, Special K’s myPlan app is a great way to kick-start a new you. Users can design a unique weight management plan, access daily menus, track progress, receive helpful tips, find Challenge-friendly recipes and access Special K’s full suite of products. For users looking for additional community support, they can share their progress and celebrate their victories with friends on Facebook.

“As a brand, we’re always looking for new ways to help women maintain their weight loss goals. The New Year is a key time to remind them it’s easier than ever to start,” said Joseph Bartolucci, SVP, Creative Director at Leo Burnett. “The myPlan app is just another way to make the Challenge more accessible, and easier to take than ever.”

“We’re thrilled to work with Special K and the Kellogg Company to put the Special K Challenge into the hands of the mobile consumer,” said Matt Snyder, CEO of MediaMob. “Leading brands like Special K are constantly innovating and we’re delighted to work with them to develop a mobile experience that provides a new way for women to interact with a brand they love.”

myPlan will be promoted to consumers through localized events, social media, online, search and mobile channels. The app can be downloaded for free from the App Store or through the Android Market.

myPlan in the App Store:


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