Keebler cashes in on mini-door mystery

09/8/2013 | Advertising Age (tiered subscription model)

Kellogg's Keebler brand capitalized on the buzz around a mysterious tiny door in a San Francisco park's tree by creating similar doors across the U.S. through its Leo Burnett team and the City Eventions agency. The campaign has minimal branding -- the doors feature only the #tinydoors hashtag and a TV spot shows the Keebler logo only briefly. The campaign aims to sell the Keebler brand and its "elfin magic," said Mike Doyle, vice president and creative director at Leo Burnett.

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