General Mills is tapping the power of mobile as part of its cross-channel campaign surrounding the launch of its new Wheaties Fuel cereal. The multi-million dollar effort includes an SMS call to-action running in Men's Health magazine, print advertising, online ads, direct mail, and will ultimately include TV advertising as well.  As Mobile Marketer’s Dan Butcher notes, “General Mills saw SMS as a perfect channel to help reinvigorate and modernize the Wheaties brand” and reach the young, active male audience it is targeting with this new product.

DiDigital helped General Mills craft the SMS component of the campaign, which includes nutrition tips, sports trivia, and information from prominent athletes who collaborated with General Mills on the new cereal's recipe: NFL player Peyton Manning, NBA star Kevin Garnett, MLB champ Albert Pujols, triathlete Hunter Kemper, and Olympic decathlete and medalist Bryan Clay. 

Dan Stangler, marketing manager for Wheaties at General Mills, explains why the company considers mobile key to this multi-faceted campaign: "We understand our target consumer is actively involved in mobile media around the clock. SMS interaction provides another piece of the puzzle in our overall digital communication strategy.” Source: Mobile Marketer, more