Kellogg’s Pop Tart brand is getting creative in the social media sphere with a new user-generated content (UGC) contest that requires creativity, design and a flare for the sweet breakfast treat in the new Pop Tarts Pop Art contest.

While marketers are still learning about and experimenting with social media, marketing vice-president Jose-Alberto Duenas of Kellogg’s believes that establishing a long-term positive emotional connection with consumers is very important. “[Social media] allows them to access our brands and have the opportunity to have a point of view on what the brand stands for,” said Duenas in an interview with Brandweek. “That is a key component to [our efforts to] build a dialogue with them.”

The contest asks participants to submit a T-shirt design based on the work of pop artist Burton Morris. Entrants must register on the Pop Tarts contest website and use Morris’ design elements to create their customized shirts. As the product caters to a younger demographic, Kellogg is building off a strong relationship with those who are already using social media.

Each week of the promotion the design with the most public votes will win a weekly prize and will advance directly into the grand prize judging phase. Submissions will be judged based on originality, relevance to the brand and mass appeal. The weekly winners will take home a limited edition Burton Morris art print and paint supplies valued at $500.

The grand prize winner will be decided by the artist himself, throughout the week following the contest end date of September 6. That winner will be chosen from the eight weekly finalists and will receive a three day and two night trip for two to Pittsburgh, PA to spend a day with pop artist Burton Morris.