We created a Smorz Kit containing twelve product samples, a DVD with exclusive "behind the scenes" Smorz commercial footage, and a booklet with product information, fun facts and suggestions on how to communicate the great taste of Smorz. A mid-campaign assignment asked Tween volunteers to share a “secret” site where friends could order free samples of the cereal. In exchange, we asked volunteers to provide detailed reports on their Smorz experience.

7000 volunteer "agents" signed up in the first four weeks, the fastest recruitment ever experienced by partner BzzAgent. They produced 11,000 reports that gave us valuable insight into how consumers interact with the product and brand. Cost-per-consumer-impacted rate was far less than that of traditional Kellogg’s sampling programs.