Requirements: Transform the long-running and well-known “Cheer on Reading” national literacy promotion into a best-in-class digital eBook promotion.
General Mills printed 8.4 million redeemable eBook codes inside specially-marked Cheerios boxes. These were distributed all over the US, starting in April 2015. Each code was good for access to one eBook from a library of nine popular children’s books—all from Simon & Schuster—and specially reproduced as custom, bilingual eBooks.
Each cereal box highlighted the campaign on both the front and back of the box. As a result, this emphasized General Mills' commitment to childhood literacy. Packages included simple instructions for redeeming the free eBook. Users read their chosen eBook on the web or on the BookShout iOS and Android apps. Throughout the campaign, BookShout helped General Mills measure progress and success by providing meaningful user data.