General Mills expands open innovation program with launch
of G-WIN Digital
G-WIN Digital discovers, pilots and shares emerging digital
marketing technologies with General Mills' portfolio of
December 05, 2011
MINNEAPOLIS, Minn. - Today General Mills is expanding its
successful General Mills Worldwide Innovation Network
(G-WIN) open innovation program to include emerging digital
marketing technologies with the launch of . Through
G-WIN Digitalcompany seeks to connect with partners who
have digital marketing technologies focusing on video,
social, mobile and gaming.
"From the Betty Crocker radio programs in the 1920s, to
sponsoring the first televised commercial sports broadcast
in 1939, to the Betty Crocker iPad app today, General Mills
has a rich history of using emerging technology to develop
relationships with consumers," said Mark Addicks, General
Mills senior vice president and chief marketing
officer. "Today, digital marketing innovation is
essential for us to connect and engage with consumers when
and where they seek inspiration."
G-WIN Digital leverages the benefits of open innovation to
discover, pilot and share emerging digital marketing
technologies with General Mills' portfolio of iconic
An example of this approach is the Shazam-enabled Pillsbury
Crescents TV commercial, which debuts nationally today.
When consumers use Shazam to tag the Pillsbury Crescents
commercial, they receive an interactive tag result on their
mobile device which includes Pillsbury holiday recipe ideas
and how-to videos, as well as links to .
General Mills is the first packaged foods company to
leverage Shazam in a television campaign to deliver food
content directly to people's mobile devices.
"Open innovation has proven to be a successful business
strategy for General Mills," said Addicks. "We believe that
projects discovered through G-WIN Digital will help us find
effective and efficient ways to connect General Mills
brands with consumers."
Prospective partners with emerging digital technologies can
contact General Mills online by visiting . Submissions are
evaluated according to several criteria, including
application for General Mills brands, uniqueness and proof
of concept. Media plan proposals, original content ideas
and media kits will not be accepted.
General Mills officially launched its open innovation
programGeneral Mills Worldwide Innovation Network (G-WIN)
in 2007 to enhance and accelerate its innovation efforts.
G-WIN has historically focused on food technology,
products, packaging, ingredients and processinghas
connected with thousands of world-class innovators around
the globe since its launch. More than 40 new General Mills
products have incorporated a significant portion of open
innovation, including , , , .
About General Mills
General Mills is one of the world's leading food companies,
operating in more than 100 countries. Its consumer
brands include Cheerios, Häagen-Dazs, Nature Valley,
Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso
and Old El Paso. Headquartered in Minneapolis,
Minnesota, USA, General Mills had fiscal 2011 net sales of
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