Anyone looking to make the most of their social media efforts should take a peek at a bold move from Kellogg.

When Tim Burgess, front man for the British rock band The Charlatans, tweeted about an idea for a new cereal, Kellogg’s jumped into action and made it happen.

And thus, we have the saga of Totes Amazeballs.

Burgess tells Adweek:

“I heard someone use the expression Totes Amazeballs, and it sounded like something from “Charlie and the Chocolate Factory.” I sent a cheeky tweet saying I'd invented a new cereal and that Kellogg's were interested. But within an hour they'd got in touch.”

Granted, the company only made one box of Totes Amazeballs—for Burgess—but the coverage is priceless compared to the production cost. And, as the Adweek story points out, “with fans clamoring for more boxes, we likely haven't heard the end of this story.”