General Mills contest leads to monster success on Instagram

The CPG giant got creative to ensure Halloween is special this year.

Busts of Boo Berry, Count Chocula and Franken Berry
Busts of Boo Berry, Count Chocula and Franken Berry

MINNEAPOLIS: General Mills’ Instagram post offering fans a chance to win a one-of-a-kind bust of Count Chocula, Boo Berry or Franken Berry is getting more engagement than any previous post from the CPG giant on the platform.

Last Thursday, General Mills launched the sweepstakes for the 20-inch tall busts that were created by special effects artist Karlee Morse. To nab one of the three busts, consumers need to visit General Mills’ Instagram account, like the official sweepstakes post featuring the three monsters, name their favorite Monster Cereal in a comment and use the #MonsterCerealSweepstakes. General Mills published a blog post late last Wednesday night promoting the campaign. The contest ends today.

As of Monday, the contest had received more than 10,000 entries, the promo video had been viewed 300,000 times and the Instagram post about the campaign had more than 18,500 likes.

View this post on Instagram

*SWEEPSTAKES* The Monster Cereals are back! But you’ve never seen them like this. Award-winning special effects artist @kombatbaby brought our iconic Monster Cereal characters – Boo Berry, Count Chocula and Franken Berry – to life as three one-of-a-kind busts. And one of them could be yours. Here's how to enter the #MonsterCerealSweepstakes: - Like this post - Tell us which Monster from the Monster Cereals is your favorite in the comments below, using the hashtag #MonsterCerealSweepstakes NO PURCHASE NECESSARY. Must be 18 years old to enter. Each comment equals one entry. One entry per person. The sweepstakes ends on October 22, 2020, at 11:59 p.m. ET. See the full official Monster Cereal Sweepstakes rules at the link in bio. #MonsterCerealSweepstakes

A post shared by General Mills (@generalmills) on

“The Instagram post is the greatest engagement we’ve had in company history,” said General Mills’ senior director of corporate comms Rob Litt. 

General Mills launched the sweepstakes to make sure Halloween is still special this year amid the COVID-19 pandemic, Litt explained.

He noted that consumers look forward to the seasonal return of General Mills’ Count Chocula, Boo Berry or Franken Berry monster cereals, which traditionally appear on store shelves in late September.

“These cereals are part of the way people celebrate Halloween,” Litt said. “Our cereals are still there and people are still enjoying them and we thought this would be an extra fun way to bring that to life.”

General Mills has been promoting the campaign on its Instagram and YouTube channels, as well as the company’s blog.

“It’s a really visual story,” said Litt. “It was important for us to capture Karlee’s work throughout the entire process. So we have pictures and behind the scenes videos showing how she captured the characters.”

Ketchum is supporting General Mills with this campaign.

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