Featured case study: Kellogg’s Pop Tarts American Idol Live 2007, 2008
Program: Kellogg’s Pop Tarts American Idol Live 2007, 2008
Product: Kellogg’s PopTarts
Status: July 2007 - September 2007, July 2008 –September 2008
Summary: Program executed with interactive events for teens and tweens such as karaoke and
a dance floor. Post-concert, there was exit sampling of Pop Tarts. To augment the number of
samples distributed, sampling also was executed at select Six Flags around the country.
Role: Team was brought in to replace another agency who was failing to provide the necessary
quality of staff required to successfully execute the program. Team provided the 4 to 8 in–
market brand ambassadors and samplers who were selected to fit the program requirements of
singing and dancing.
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