Kellogg’s has just launched a Facebook campaign designed to build create awareness ahead of the roll out of a new white chocolate-flavoured Krave cereal.

There is a prize giveaway on Facebook, which is all very nice, but what I wondered was it doing on Twitter?

The answer was nothing at all as its Twitter account was last updated in March 2011.

You can find links to both the Kellogg’s Krave Facebook and Twitter pages on its website — so not a spoof or an unofficial account. It is a bona fide neglected Kellogg’s Twitter account.

While Facebook has been a massive hit for Kellog’s Krave with 277,000 fans the Krave Twitter account, which was started back in March 2010, has 162 followers and tweeted a total of 37 times and before hanging up its wings and decamping permanently to Facebook.

It wouldn’t look so poor but Kellogg’s does advertise the @KraveUnleashed Twitter address on its website. Either use it or take it off.

Facebook blindness

It seems like another case of Facebook blindness. That is brands that rely increasingly on Facebook as their one and only social media presence while being blind to other outlets like Twitter, which do not get a look in.

The current Krave campaign was created by Glue Isobar and Carat. You would think someone either from one of those agencies or even from within Kellogg’s itself might have noticed that digital tumbleweed was blowing through Twitter the Krave Twitter account and sorted it out… with a tweet or two.

Ironically, the last tweet the Krave Twitter account sent was about a 2011 Facebook campaign.