Revamped Mobile App Part of Kellogg’s 2012 Marketing Strategy

Kellogg is promoting the Special K diet with an updated version of their myPlan mobile app, making it easier for users to manage their weight loss efforts while on the go.

The revamped app allows consumers to choose their preferred program and options include how to reach an ideal weight, maintain their current weight, prepare for a special event with a customized diet plan, or sign up for the Special K Challenge.

Users can pick from three meal plans that incorporate Special K products, including an option for vegetarians, one specific to those who like to cook, and simple recipes for those who don’t.

With the app consumers can maintain a journal of their weight loss progress, create shopping lists, and track their meals, and as they near their goals they receive virtual badges to help them stay motivated.

Special K is supporting the app with a website, and users can sync the mobile app to a desktop version to make tracking even easier, according to Mobile Marketer.

The iPhone and Android app is part of the cereal brand’s overall marketing strategy for 2012, which includes print, television, online and social media.