An article of the Ad Age found on the Customer listening blog explains how Cereal brand Special K has leveraged Internet to enhance the customer experience. CMO Mark Baynes explains that "analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."
This is a great news, a great example that Internet communication and e-marketing tools actually work, and for a very diverse range of products and companies.
I am also glad that such a famous brand is satisfied about its web strategy. Definitely, the Internet hype is becoming a main stream.