Cannes Lions

CHEERIOS

ZENITH MEDIA, New York / GENERAL MILLS / 2009

Presentation Image

Overview

Entries

Credits

Overview

Execution

Multimedia exposure intended to drive to custom microsite, CheeriosChallenge.com, for sample signup.TV: broadcast/cable News and Primetime, including airing during the record-breaking swimming races with Michael Phelps.National Print: Sunday newspaper supplements provided the largest one day reach, and were complemented with AARP magazine to bolster Adult 50+ reach.Online: Breakthrough, rich media units on high traffic health sites and search portals such as WebMD and Yahoo!

Sponsorship - CNN's Fit Nation tour extended impact.In-Store - national in-store buy of milk cartons to promote the challenge in the dairy aisle.Public Relations: Street teams hit America's highest-cholesterol cities. Using a Cheerios-branded VW car, they handed out t-shirts and samples to help people get started. A nutritionist answered questions and provided heart healthy tips. A video crew recorded the tour and posted on CheeriosChallenge.com to inspire even more sign-ups.

Outcome

Sign-up objectives overdelivered objectives by 528%.Over the 8-week promotional period, dollar volume was up +18%.

A55+ penetration grew by +1.7 points and TOTAL Yellow Box Cheerios penetration grew by +0.8 points.Over the 8 weeks, signed-up consumers received 1.7MM emails and 341M of them printed $1 off coupons.The promotion was featured in 167 blogs - 97% mentioned The Cheerios Challenge verbatim and 80% linked directly to the micro-site.The :30 TV creative was rated 3rd by Nielsen/IAG on its list of “Top 10 Most Liked New TV Ads” aired during the Olympics.

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