General Mills’ Cheerios brought its Effie Award-winning “Moments of Good” platform back to Walmart to tie in to February’s designation as Heart Health Month.
While the inaugural campaign brought acts of kindness to stores via retailtainment events, the latest iteration instead asked consumers to nominate someone who does good in their community to receive $5,000 in the form of 10 $500 gift cards. The first 500 registrants to submit a nomination via cheeriosmomentsofgood.com from Feb. 2-28 received a gift package comprising a Cheerios sample, string art craft, reusable food storage bag, magnet, confetti popper, set of sidewalk chalk and activity guide. A panel of judges determined one nominee to receive the grand prize.
General registration was left open through March 31, and up to 8,000 total consumers could sign up to receive an emailed offer redeemable for $2 off the purchase of a family- or mega-sized box of Cheerios at Walmart. Southfield, MI-based Merkle administered.
A dedicated walmart.com brand showcase supported, offering a leaderboard video detailing the four-year history of the Moments of Good platform at Walmart as well as several below-the-fold videos of Cheerios donating funds to various nonprofit organizations under the platform. Cheerios uploaded a series of the videos to its YouTube channel (see one below). The showcase also linked to the promotional website and also offered “pickup & delivery” buttons for several Cheerios varieties. It additionally plugged the limited-time return of the brand’s “happy heart shapes” SKUs.
In stores, the SKUs earned prime secondary merchandising space on pallets and endcaps outfitted with “Moments of Good” header cards that directed shoppers to the walmart.com showcase.