• by OMMA Magazine Writers , September 15, 2009

Kellogg's cares about your health. To prove it, they launched their Special K Spring Challenge, a campaign that asked online weight watchers to sign up for a personalized two-week weight loss regimen. Consumers could choose from a selection of virtual trainers and receive email tips on how to reach their weight loss goals (using Special K, of course). But Kellogg's investment didn't stop there. Using a series of cookies (not the chocolate chip variety), Special K ads across the web could keep track of the weight-loss schedule, sending personalized messages or even words of encouragement.

Leo Burnett: Daniel Paul; Megan Land.