If ever there was an example of integrated marketing communications (IMC) done right, let the Cheerios "Send A Cheer to Our Athletes" campaign be it! For years, I have watched as various companies have attempted to integrate their online marketing efforts into their overall marketing strategies with varying degrees of success...
CNN incorporates their television presence with their website, CNN Mobile, podcasts and social media outlets like Twitter and Facebook to reach their audience while also increasing viewer participation through iReports.
Molson Canadian launched the Molson Canadian Facebook Photo Contest Campaign which required facebook members to submit photos to enter a draw for a trip to Cancun. Unfortunately, the campaign was seen as promoting irresponsible drinking and was cancelled only after the company realized the detrimental impact and repercussions of this campaign on the brand and their image.
While both are examples of integrated marketing communications, the former can be seen as a long-term, well defined marketing strategy while the latter can be perceived as an attempt at exploiting social media. Not so with the Cheerios "Send A Cheer to Our Athletes" campaign.
VANOC (the Vancouver Olympic Comittee) and General Mills got together with the goal of generating interest and enthusiasm for the Olympic Games and support for our Olympic athletes. Expanding on these themes was a new box design and multiple websites. The culmination of this campaign (set to run until the Olympics begin in February) will be a cheer wall in the Olympic Village. If you have not seen the commercial, click here, or to send your cheer, pick up a box of Cheerios or visit www.sendyourcheer.ca.
What makes this campaign so remarkable is the incorporation of so many marketing elements and strategies. From printed material (new boxes), to advertising (TV, radio, print), to online media (websites), to a unique partnership with Canada Post, to the launch of the "Aspiring Olympian" program, this campaign truly solidifies General Mills Canada as a proudly Canadian operation and supporter of our Olympic athletes!
For the first time I truly feel that we, as marketers, now have something against which we can measure ourselves and our results. We now have an example of truly effective, commercially-driven, integrated marketing communications! To VANOC, Dale Storey, Jason Doolan, and the entire General Mills marketing team, I say congratulations on a campaign well run!
CNN incorporates their television presence with their website, CNN Mobile, podcasts and social media outlets like Twitter and Facebook to reach their audience while also increasing viewer participation through iReports.
Molson Canadian launched the Molson Canadian Facebook Photo Contest Campaign which required facebook members to submit photos to enter a draw for a trip to Cancun. Unfortunately, the campaign was seen as promoting irresponsible drinking and was cancelled only after the company realized the detrimental impact and repercussions of this campaign on the brand and their image.
While both are examples of integrated marketing communications, the former can be seen as a long-term, well defined marketing strategy while the latter can be perceived as an attempt at exploiting social media. Not so with the Cheerios "Send A Cheer to Our Athletes" campaign.
VANOC (the Vancouver Olympic Comittee) and General Mills got together with the goal of generating interest and enthusiasm for the Olympic Games and support for our Olympic athletes. Expanding on these themes was a new box design and multiple websites. The culmination of this campaign (set to run until the Olympics begin in February) will be a cheer wall in the Olympic Village. If you have not seen the commercial, click here, or to send your cheer, pick up a box of Cheerios or visit www.sendyourcheer.ca.
What makes this campaign so remarkable is the incorporation of so many marketing elements and strategies. From printed material (new boxes), to advertising (TV, radio, print), to online media (websites), to a unique partnership with Canada Post, to the launch of the "Aspiring Olympian" program, this campaign truly solidifies General Mills Canada as a proudly Canadian operation and supporter of our Olympic athletes!
For the first time I truly feel that we, as marketers, now have something against which we can measure ourselves and our results. We now have an example of truly effective, commercially-driven, integrated marketing communications! To VANOC, Dale Storey, Jason Doolan, and the entire General Mills marketing team, I say congratulations on a campaign well run!
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