Pop-Tarts' Facebook page grew from 1.8 million to 2 million fans within two weeks after the store opened, according to Kellogg. And positive mentions rose to
88% from 74% before the opening, according to Zeta Interactive. "All this pop that is being generated in terms of awareness could register in terms of receipts and cash registers [ringing],"
says Zeta Interactive CEO Al DiGuido.
Consumers come into the store for many reasons, according to Pop-Tart brand associate director Scott Sundheim, but they're all looking for "a really fun experience."
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