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If Kellogg's truly wants to create a virtual community at its site, it must offer more to its audience than the spare collection of facts it presents
in its character biographies. And it must also offer a place for its audience to communicate with each other,
a chat room or message forum where people can speculate and invent and further develop the lives of Kellogg's characters, and in general, use the subject of cereal to talk about themselves. As it is, much of
www.kelloggs.com simply feels like a commercial. But unlike the short snappy ones that the company has created
for TV, www.kelloggs.com is a long, often boring one.
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