What: Leveraging Emotion and Interactivity For True Consumer Value
Link: http://podcasting.about.com/od/corporatecasestudies/a/cheerioscstudy.htm
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Notes:
Podcast Case Study: Cheerios
* When cheerios.com was launched, it was designed to provide more than just information about the cereal to consumers
* Recognizing that Cheerios brand sparks an emotional connection to childhood, the company wanted to provide real stories on the website while simultaneously giving consumers the chance to share their own parenting stories
* These stories and other general parenting advice were the content drivers for the website and podcasts
* The site serves as an interactive forum geared toward moms
* The podcasts were specifically not scripted, which adds a level of sincerity
* The company decided to utilize podcasts because moms actively are seeking parenting information online and wanted to encourage that behavior
* Also, busy moms want to access content on their own time
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