New Eggo promo based on interaction

04/21/2008 | Advertising Age (tiered subscription model)

An online campaign for new Kellogg Eggo products French Toast Waffles and Mini Muffin Tops, with creative by Publicis shop Leo Burnett, is being paid for in a novel way. Rather than pay for CPMs, media shop Starcom arranged for the marketer to compensate publishers based on cost per interaction. Chris O'Connor, a Kellogg brand manager, said: "From a brand perspective, moving from impressions to interaction is an accountability issue. I am going to know how hard my dollars are working for me."

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