The Special K store in Stockholm is offering a free box of its new cereal to anyone who takes a picture and tags it with #nyaspecialk.

After opening a pop-up tweet shop in London last year to promote Special K Cracker Crisps by giving them away in exchange for positive tweets, Kellogg’s is using social media again to promote another of its products.

The Special K store in Stockholm is offering a free box of new cereal to anyone who takes an Instagram picture and tags it with “#nyaspecialk” (which translates to “New Special K”). Customers simply snap a photo, tag and post it, then show the cashier their image to receive the free cereal.

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