Something special

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It's time again for New Year's resolutions, and Kellogg is chiming in to remind people to  make the Special K Challenge to aid their weight loss, in what the company is calling its most significant campaign around the Challenge yet. The company's Times Square, New York billboard, which launched on New Years Eve, will be interactive for the first time this year. Consumers can text their weight-loss goals to shortcode NEWYOU and have them displayed on the Nasdaq board and online. Visitors to Specialk.com also can take an online wake-up call quiz to jumpstart their diet and design their own plan. Also, they can opt in for e-mails and product samples, post their own wake-up call moments or read others at a Special K Yahoo group site.

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