digital_campaigns_shazam12_6
G-WIN Digital looking for Shazam-like ideas
December 06, 2011
| General Mills Corporate Communications |
A new 15-second Pillsbury Crescents commercial airing nationally in the U.S. this holiday season is just the latest example of how General Mills has embraced emerging digital technology to engage consumers. And the company is hoping to create even more innovative digital campaigns with help from outside General Mills. Yesterday, General Mills announced the rollout of G-WIN Digital – an open call to let startup companies know that the company is actively seeking emerging digital marketing technologies focusing on video, social, mobile and gaming.
G-WIN Digital is an expansion of the successful General Mills Worldwide Innovation Network (G-WIN) open innovation program, which launched in 2007.
Shazam app The Pillsbury Crescents commercial uses a smartphone application known as Shazam that allows users to listen to an ad when it’s being aired, tag the content, and receive an interactive tag result on their smartphones with links to Pillsbury recipes, how-to videos and cooking tips.
General Mills is the first packaged foods company to leverage Shazam’s technology. The company has also been at the forefront in its use of many other digital technologies.
This fall, the company ran the Greek4Good campaign, during which consumers were encouraged to download a free Greek4Good app to decode messages found online, on packages of Yoplait Greek yogurt, and on posters in cities across America.
Each message decoded earned a point toward giving the food bank of the consumer’s choice a $25,000 donation, which was provided by Yoplait Greek in partnership with Feeding America.
Digital reading The recently released 11th edition of the Betty Crocker Cookbook is not only available on digital readers such as iBooks and Kindles, but it also includes access to an exclusive online destination with 85 how-to videos and 400 bonus recipes. And the Betty Crocker iPad app has been a hit with consumers.
“From the Betty Crocker radio programs in the 1920s, to sponsoring the first televised commercial sports broadcast in 1939, to the Betty Crocker iPad app today, General Mills has a rich history of using emerging technology to develop relationships with consumers,” says Mark Addicks, General Mills senior vice president and chief marketing officer.
G-WIN online Similar to the existing G-WIN program, G-WIN Digital now has an online process for receiving submissions from interested partners. G-WIN Digital is looking to connect with partners who have pilot projects and proofs of concept. An example of an ideal project would be a new advertising integration method for social games.
The goal of G-WIN Digital is to discover and pilot these emerging technologies for on-the-go consumers.
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