The following presentation was designed to illustrate potential areas of digital expansion and how General Mills could integrate each digital platform with their specific products and campaigns.
Scalable: Technology can be easily implemented across a wide range of retail locations and power event platforms.
Targeted: Consumers only receive coupons that are relevant to their check-ins or daily activities.
Shareable: Giving consumers the opportunity to share and show-off their rewards to friends across multiple digital platforms builds awareness.
Loyalty: Tying Foursquare to store locations and specific loyalty programs brings more consumers into the retail space.
Content: Stick to what’s popular on Tumblr, traditional blog posts with text and lots of reading don’t attract consumer engagement.
Balance: There needs to be a healthy balance between your own original content, and content curated from other users. Use the Reblog!
Integration: Integrating Tumblr with social media platforms such as Facebook and Twitter is imperative in order to drive consumer engagement and traffic.
Branding: As shown by their “Happiness…” blog, not all content needs to be branded.
Interactive: Augmented Reality activations, much like the two previous examples, need to have interactive elements in order to engage consumers and encourage repeat usage.
Integration: Use current popular websites such as YouTube as jumping off points for consumers to interactive with AR technology
Educate: In addition to being fun. AR technology needs to provide consumers with additional insight on your product or service.
Engagement: NFC/RFID has an immediate connection and engagement with consumer.
Relevant: Consumers are provided with direct, relevant content at the right time – while they are at the shelf.
Ease: NFC/RFID reduces the responsibility the consumer has with downloading separate app they don’t need or want, and is easier to use than a typical QR code or barcode scanning.
