Fiber One Fiber Friend Face-Off

General Mills’ Fiber One brand engaged with Cone to drive product awareness, sampling and sales of its Fiber One family of brands. Of crucial importance was the ability to engage with women between the ages of 35 and 54 on multiple occasions to deliver messaging and coupons for each of the unique Fiber One products, while maintaining a very fun and light-hearted attitude toward the topic of dietary fiber intake.

Cone’s solution was the “Fiber One Fiber Friend Face-Off,” a custom microsite, interactive gaming experience and sweepstakes that educated consumers about the importance of getting a minimum of 25 grams of dietary fiber each day. Consumers were instantly hooked on the fun aspect of the promotion at the microsite where they could create a custom avatar to represent themselves in the gaming experience. Users “faced-off” against pre-selected opponents in a game-show-like competition to select foods and determine who was best achieving her fiber goals. The reward for playing was an entry into the sweepstakes, with weekly and daily prizes, including Flip Cameras and $50 cash cards and a grand prize spa vacation.

Over the course of the five-week campaign, more than 40,000 users registered for the promotion and entered the sweepstakes. More than twice the average amount of users opted into receiving future communications from General Mills. Each user played the game an average of 18 times, and more than 70,000 coupons were distributed over the course of the promotion to an audience that was 75 percent within the target demographic.