GENERAL MILLS
Música y sabor

Details

General Mills was looking for a way to connect with Latino consumers
As a test program, DMI developed a highly engaging music download program in 2011 featuring new and traditional Latin music
Shoppers were given unique codes when they purchased participating General Mills products and were directed to the Musica y Sabor website to redeem their free downloads
DMI created a fully bilingual branded website that, in addition to the music downloads, featured recipes and tips for hosting a perfect party

Results

What started as a test quickly became a multi-account program and DMI secured four retail partners, exceeding their sales objectives
The promotion was activated in nearly 1,300 stores with over 3,500 displays
DMI is currently activating the expanded program with ten retailers, including Walmart, and has plans to extend the program into 2013
Consumers choose their songs from a catalog of over three million MP3s
GMI distributed 600,000+ music download codes in 2011 and over six million codes in 2012

Services

GENERAL MILLSMúsica y sabor