General Mills

General Mills — Comments Off
20
Dec 10

General Mills | Fruit by the Foot | Replacement

Kids love Fruit by the Foot so much they are replacing their world with it. So we created the Replacement Help Center to help kids with all their replacement needs.

When kids arrive to the site a host explains all the things you can do – watch replacement videos, start replacement duels, read replacement news, get the replacement tool and more. All the content on the site was made to be distributable, as we wanted to create a decentralized experience that kids could share and involve their friends with. For example, the replacement tool let kids replace all their favorite websites (images, text, background, etc) with Fruit by the Foot.

Finally, in conjunction with traditional online media, we created additional traffic by replacing people’s favorite online videos with special Fruit by the Foot versions. Videos we replaced included David after the Dentist, Tron Man, Otters Holding Hands and more.

Visit www.replacementhelpcenter.com to learn more.

BCFS / General Mills — Comments Off
20
Dec 10

General Mills | OLPC | BCFS | winonegiveone.com

Betty Crocker Fruit Flavored Snacks, in partnership with One Laptop Per Child, is giving away laptops to kids in both the United States and Grahamstown, South Africa to promote education in underprivileged communities.

Publicis Modem developed the Win & Give website (winonegiveone.com) to allow American kids to help donate laptops, and in the process learn about the day-to-day challenges and experiences of kids their age in Africa. The site allows American kids to play the role of a fictional super hero by launching him to Africa to deliver laptops.

Upon landing, they are invited to explore a miniature model African town to discover videos, games, and educational content which paint a portrait of life for kids their age growing up in Grahamstown.

Publicis Modem planned to travel to South Africa to shoot the town for the site. However, due to budget cuts, we devised the plan to “bring Africa to us” by building a miniature model of the town as the main setting for the site. The miniaturized African town provided a perfect vehicle for exploring serious content in a way that remained approachable to kids. Furthermore, since we needed to leverage existing video and photo assets which lacked an overarching narrative, “The Town” provided a setting which allowed us to weave together disparate content to form a portrait of a real African village.

Launch Website

View Case Study:

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General Mills — No Comments
23
Jul 10

Honey Nut Cheerios Banner

Buzz created some buzz with this homepage takeover that ran on the front page of yahoo.com encouraging viewers to enter the contest. The banner got nearly 170,000 clicks in a single day. Not bad for a little bee.

Cheerios / General Mills — No Comments
3
Jun 10

Cheerios “Love your Heart” Campaign

The “Love Your Heart So You Can Do What You Love” campaign website represents a true 360 campaign comprising TV, Packaging, Online Media and Social Media. The crux of the website is a series of videos showcasing different people from across America talking about their passions. 20 of these videos were shot, edited and completed by Publicis Modem. In addition, consumers are also invited to submit their own stories and to apply for a Cheerios Story Kit. Each kit includes a Kodak HD Camera, some shoot tips and a complimentary box of Cheerios.

The campaign was an enormous undertaking requiring collaboration across multiple agencies and partners.

The site: www.cheerios.com/love

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BCFS / General Mills — No Comments
27
May 10

Betty Crocker Fruit Snacks | Campaign and iPhone App

Betty Crocker Fruit Snacks wanted to reach Mom and bring back the element of “Play.” Not the sit on the couch with game console “play,” the real rolling in grass, running in the fresh air “play.” So Publicis Modem built an iPhone application that inspired Mom to get out and enjoy play time outside.

The application, Play Finder allows mom to find a playground where she is via GPS. Mom can get details on the playground such as park amenities and read reviews from other moms.

Inside the application mom can get play tips and ideas. She also can take pictures to load to her play journal, then she can share her photos with friends by posting them on their Facebook profile. Modem partnered with Kaboom, a playground builder so that with every app downloaded Betty Crocker donates to Kaboom’s cause.

Pillsbury — No Comments
25
Feb 10

General Mills | Pillsbury | Bake-Off

Every Recipe Has a Story

A lot more goes into a Bake-Off® recipe than the ingredients. These recipes are the product of careful craftsmanship, years of practice, happy accidents, and family secrets. So we brought some of these real stories to life, so everyone could get to know the real women behind these amazing recipes.

Link:
http://www.pillsbury.com/bakeoff/Stories/default.aspx

General Mills — No Comments
3
Feb 10

General Mills | Fiber One | Coping with Disbelief

A Crisis of Disbelief!

We launched phase two of our Coping With Disbelief campaign for Fiber One where Dr. Bane is battling an epidemic of disbelief across America. Over 4 billion Americans may suffer from Irrational Disbelief and it looks like Vermont has been lost. Check out our latest videos, press alerts and crisis website at www.copingwithdisbelief.com. Together, we can believe again.

General Mills — No Comments
7
Jan 10

General Mills | Win a laptop. Give a laptop.

Win one. Give one

Fruit Snacks partnered with the nonprofit organization One Laptop Per Child in a campaign to donate thousands of laptops to kids in developing countries. Publicis Modem was challenged with bringing this campaign to life on-line. Media invited kids to submit codes found on Fruit Snacks packaging for their chance to win a laptop for themselves plus another one for a child in Africa.

The insight was kids could be motivated to help other kids if they are able to make a personal connection. As a result, all the video and pictures are of the actual school and children who are benefiting from the program.

In addition, a virtual Drum Circle enables kids to help even if they don’t have a code. And kids can even go on a Virtual Safari. Rich, interactive and authentic, the website offers a taste of Africa, a whole lot of fun and the opportunity to “help change the world.”

Check out the web site
http://winonegiveone.com/

General Mills / Yoplait — No Comments
22
Sep 09

General Mills | Yoplait Delights


Yoplait launched a new 100-calorie product, Delights—delicious parfaits in 4 flavors. To create awareness around this product, we created an experience that positions Delights as the treat you can feel good about.  To enhance the delightful escape that the parfaits already provide, we created short, customizable soap-opera scenes. The user can choose from 4 different groups (10th graders, senior citizens, bankers, and a quirky community theater) and have them all perform 3 unique scenes.

http://www.yoplaitdelights.com/
http://www.facebook.com/yoplaitdelights

General Mills / Yoplait — No Comments
22
Sep 09

General Mills | Yoplait Pledge

Yoplait® asked Publicis Modem to craft a digital campaign to educate the Gen Y demographic. So they went where the target is—Facebook—and turned something educational into something sharable.

The campaign uses Facebook the way the target does, utilizing gifting, tagged photos and even quizzes all with a twist. Some of the applications go beyond Facebook’s current functionality, locking out boys completely.

The video that greets users on the Facebook page asks girls to pledge to their girls. No models. No actors. Just real women, real bodies, and real stories. Just 200 or so young women who walked through Washington Square Park one rainy Tuesday and volunteered to help change an unknown statistic.

Know Your Girls, Lower your risk. Take the Pledge at Facebook.com/YoplaitPledge.

Link:
http://www.facebook.com/YoplaitPledge

Case Study Video:

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