Launched in early September, the integrated campaign includes a "Dance with Joy" ad featuring HSM3 stars, a sweepstakes, a satellite media tour, and a video contest for kids. Students can shoot their own video about eating whole grain foods, and the winner will receive a visit to his or her school from HSM3 stars Justin Martin and Corbin Bleu, who is also serving as the campaign's ambassador.
Reaching out to mothers and school-aged kids, the campaign also has a robust online portion, with a Web site, and a Facebook page. Sara Lee and its agency, O'Malley Hansen Communications, will be posting the student-submitted videos on YouTube and are reaching out to HSM fan sites and blogs.
Phase two of the PR campaign will kick off around the DVD release of HSM3.