Having spent $1.3 million developing and printing new 3D, webcam-activated All Blacks trading cards, Sanitarium has decided not to spend $400,000 on a media campaign to promote them. Instead, the FMCG company is pinning its hopes on Twitter, Facebook and Bebo. [UPDATE: It's not going so well so far.]

“It’s a big risk, and I had to get it signed off by a lot of people,” Sanitarium senior brand manager Tanne Andrews told NBR. “But why should I spend $300,000 or $400,000 on media when I can reach all the kids through social networks?”

A $30,000 below-the-line campaign will see Weet-Bix push its new product through that Mr Andrews calls “the big four” social networks: Twitter, Facebook, Bebo and MySpace.

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