Kidnapping Cap'n Crunch is no recipe for social media success

03/8/2011 | Advertising Age (tiered subscription model)

Social media marketers Michael Gutweiler and Cory Smale "shanghaied" the Cap'n Crunch cereal brand to raise awareness of their agency, bypassing the Quaker Oats marketing department and creating a bootleg Facebook page and Twitter feed for the brand, Bob Garfield writes. It's a daring stunt, but the pair subsequently shot themselves in the foot by bragging about the 1,100 followers they attracted, rather than about the engagement and brand awareness they fostered, Garfield writes. "[I]f you expect to be taken seriously by people who buy audiences by the 10s and 100s of millions, it is best not to pound your chest over 1,100 people," he writes.

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