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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

  • Creative Design & Art Production
  • Web Programming