Sharing the Granola Travel Lifestyle Online
General Mills' Nature Valley brand promotes an outdoors lifestyle with a travel-focused site built upon user-posted data.
General Mills' Nature Valley brand promotes an outdoors lifestyle with a travel-focused site built upon user-posted data.
General Mills’ Nature Valley brand created a technology-packed travel site with an emphasis on outdoor locations and activities. The plan is to use consumer-generated media (CGM) to become a resource for active travel planners.
The “Where’s Yours?” site aims to be an interactive community of people who want to find U.S. outdoor travel destinations. According to the company, almost half of Americans spend a week or more to research vacation and weekend getaway spots, most using travel sites and word-of mouth. The site incorporates both by getting users to tag their favorite outdoor spots and submit reviews on a Google Map-like interface.
Marketing campaigns leveraging Google Maps and similar technologies have grown popular in recent months. Nike launched Run London using a similar concept to an early mashup, Gmaps Pedometer. HBO recently licensed technology from Google Maps to create a campaign for the new season of “The Sopranos.”
In addition to user-submitted postings, Nature Valley enlisted the National Park Foundation, the Association of Volleyball Professionals and the U.S. Ski team to provide expert reviews in particular locations.
Visitors can sign up for weekly or monthly email digests listing entries in selected locations or activities. The site also uses RSS so visitors can track ongoing dialogue for particular location tags.
To encourage submissions by users, Nature Valley is sponsoring a contest that will run through September 30 of this year. Visitors can win a trip for four to any tagged location in the U.S. by submitting an original essay describing a favorite nature spot. Photos can also be attached to submissions.
Company officials were unavailable to answer questions about plans to drive traffic to the “Where’s Yours?” site.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article