Lucky, Kellogg's Create On-Box Special K Video

From the pages of its monthly magazine to its iPhone app, Lucky has found various ways to disseminate its pro-shopping message to consumers. Now, it has a new one: cereal boxes.
 
The Condé Nast title has teamed up with Kellogg’s to put a link to a Lucky-produced video on boxes of Special K. It’s part of the cereal maker’s weight-loss initiative, The Special K Challenge.
 
By swiping their smartphones across Microsoft Tag 2D barcodes on the cereal box, consumers can launch a video that shows Lucky editor at large Elise Loehnen talking about finding figure-flattering jeans.