DBS: Paid, Owned and Earned: The Cheez-It Story

When Kellogg's asked its fans to choose the newest Cheez-It flavor, the votes came in in droves. In this case study, Kellogg's Bob Arnold and his account leader from Razorfish describe the best balance -- and timing -- of paid, owned and earned media in order to see the most benefit.

Speakers: Bob Arnold, associate director of global digital strategy, Kellogg’s @BobbyArnold
Xavier Wynn, creative director, Razorfish @razorfish