General Mills Adds Social Media to Product Pitch - NYTimes.com - 0 views
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Simeon Spearman on 19 Jul 12For instance, Fiber One Chewy will sponsor a board on the Pinterest page of Hungry Girl, which began as an e-mail newsletter in 2004. About a million people now receive the newsletter each day, and there is also a Hungry Girl Web site. General Mills had earlier turned to Hungry Girl to promote Fiber One products like cereal, yogurt and snack bars. This is "the first time Fiber One has done anything with Pinterest," said Julia Travis, associate marketing manager for Fiber One at General Mills in Golden Valley, Minn. "We know Pinterest is such a growing space, and wanted to test the waters," she added, particularly because "food is one of the top Pinterest categories." The idea is to reach "moms who are pinning fun and creative snacking ideas on their Pinterest boards," Ms. Travis said, and "re-pinning their ideas onto the Fiber One-sponsored board on the Hungry Girl Pinterest site," which will be called Fiber One Chewy Snack Champs. Those Pinterest users whose ideas are selected to appear on the board will receive a badge recognizing them as "Snack Champs."