Cheerios Brings 'Acts of Good' to Walmart
Walmart gave its support to a campaign from General Mills' Cheerios intended to recognize and reward kindness.
The brand's national "One Million Acts of Good" effort is in partnership with talk show host Ellen DeGeneres during her 15th season and includes an ongoing sweepstakes/instant-win game. Consumers enter from Jan. 1 to May 31 by submitting codes from promotional packaging depicting DeGeneres' face to ellentube.com/cheerios. The game awards 4,435 prizes spanning a variety of gift cards as well as one grand-prize trip to Los Angeles to attend a show taping. Southfield, MI-based HelloWorld administers.
Cheerios partnered with Walmart for an account-specific overlay extending the campaign's reach. From January through March, the partners created "Moments of Good" for shoppers in Walmart stores and local communities. The efforts were shared on a dedicated page within walmart.com as well as in a YouTube video uploaded by Cheerios. (See video below.) Twitter and Facebook updates from Cheerios supported.
The Walmart showcase also hosts the video, details the actions undertaken by the retailer and shows a counter tallying more than one million actions of good shared via social media under the campaign's #OneMillionActsofGood hashtag.
Cheerios additionally earned prime merchandising space in Action Alley on pallets outfitted with headers touting the national promotion.