Press
General Mills uses mobile to reinvigorate Wheaties brand
By Dan Butcher for Mobile Marketer
General Mills is running a multimillion dollar “Evolution” campaign that uses mobile to introduce Fuel, a new kind of Wheaties.
The multichannel Evolution campaign features an SMS call-to-action in Men’s Health magazine, online and via an upcoming free-standing insert (FSI) delivered to consumers via conventional mail. Consumers are asked to text the keyword WHEATIES to short code DOTCOM (368266).
“We understand our target consumer is actively involved in mobile media around the clock,” said Dan Stangler, marketing manager for Wheaties at General Mills, Minneapolis, MN. “SMS interaction provides another piece of the puzzle in our overall digital communication strategy.
“A text reference is provided in print and digital communications, enabling consumers to extend their experience beyond the Web site,” he said. “The SMS calls-to-action are part of our digital strategy to communicate with consumers through the most efficient touchpoints.
“SMS is a great way to round out our digital execution, interacting with our consumer when they are on the move.”
DOTGO’s Wheaties Fuel SMS call-to-action appeared in various channels
The Wheaties cereal brand has an 85-year history of featuring top athletes on its boxes. Baseball legend Lou Gehrig was the first athlete featured on a Wheaties box in 1934
The Evolution marketing campaign promoting Fuel is focused on male consumers.
For the creation of the new cereal, General Mills tapped nutritionist Dr. John Ivy and five famous athletes: the NBA’s Kevin Garnett, NFL’s Peyton Manning, MLB’s Albert Pujols, decathlete and 2008 Olympic Gold Medalist Bryan Clay and triathlete Hunter Kemper…
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The Bowery Mission of NYC uses SMS to battle homelessness, hunger
November 10, 2009
The Bowery Mission’s SMS campaign launched Nov. 6
The Bowery Mission launched an SMS campaign designed to raise awareness of the plight of the homeless and hungry in New York City during its 100th anniversary celebration.
Investigation Discovery’s Paula Zahn, the special emcee of the anniversary celebration event on Nov. 6, announced the campaign and asked attendees to text the keyword BOWERY to short code DOTORG (368674). DI Digital created the campaign.
“The Bowery Mission wanted their message to have a broader reach and tap into the technology of today,” said Chi Modu, cofounder/president of DI Digital, New York. “We felt that it would be smart to approach the age-old problem of hunger and homelessness with a 21st century solution.
“Through our creative use of SMS, we were able to include facts and trivia, words of inspiration, along with the Bowery’s services,” he said. “We created a less-intrusive and more-effective way to help them achieve their goal of rebuilding lives, which they have been doing since 1879.”
The Bowery Mission provides care and ministry to impoverished men, women and children in New York City.
Raising awareness of plight
DI Digital is a text message marketing service provider.
Help one SMS at a time
The Bowery will also be advertising the new SMS campaign via a public service announcement from CBS News’ Katie Couric, in all of its printed materials, on its Web site and via social networks such as Twitter and Facebook.
DI Digital said that the campaign was designed to inspire people to get involved with The Bowery Mission…
