Cannes Lions

GENERAL MILLS

McCANN ERICKSON, New York / GENERAL MILLS / 2012

Awards:

2 Gold Cannes Lions
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Presentation Image

Overview

Entries

Credits

Overview

Description

Up to this point, most branded entertainment projects in the United States have taken place in the broadcast arena. Nature Valley’s unique relationship with the National Parks made it possible to move beyond broadcast to a new form of branded entertainment—the sponsorship and creation of a web-based utility. As such, the normal restrictions placed on traditional branded executions don’t apply.

Execution

Nature Valley’s core customers are nature lovers. Building a never-before-seen nature experience began with the challenge of attracting them to the branded site almost immediately after launch—even without paid media. To enhance the appeal to our target, we partnered with a cadre of outdoors-focused media outlets, including National Geographic and Backpacker to tout the launch, and to bring a broader audience to the site, we began a vigorous public relations effort highlighted by featured articles in The New York Times, Conde Nast Traveller and MSNBC, among others.

Outcome

The initial launch on March 7th created a positive media buzz unlike anything Nature Valley had ever seen. Without a single dollar of paid media, Trail View generated over 30m earned media impressions within the first week. Within 2 weeks, the site had generated more than 100,000 unique visits and 300,000 page views. Most importantly, Nature Valley was being hailed as a hero for inspiring a new generation of nature-lovers, creating a previously unseen utility, and preserving the parks digitally for all time. Pretty good for a granola bar.

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