In 2011, General Mills was looking for a way to connect with their Hispanic consumers
As a test program, DMI developed a highly engaging music download program 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
In 2014, the program expanded to include celebrity integration. DMI identified Latin Pop duo Camila to be the face of the campaign, and facilitated contracting and managing the relationship
Program elements now include sweepstakes, Camila events, VIP concert experiences, meet and greets with the band and more
RESULTS
The program has become so successful for General Mills, it is now in it’s fifth year
What started as a small test quickly became a multi-account program, as several retail partners including WalMart, signed on to the program, exceeding General Mills’ sales objectives
The promotion has been activated in nearly 1,300 stores with over 3,500 POS displays
Consumers choose their songs from a catalog of over three million MP3s
GMI has distributed millions of music download codes since the program’s inception
