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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 simply feels like a commercial. But unlike the short snappy ones that the company has created for TV, is a long, often boring one.