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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Best-Case Scenarios to Generate Interest

Take a look at three brief PR campaigns, each one different (from conservative to risqué, and to “out-of-the-box” thinking). The campaigns possess unique strategies (utilizing the Internet) and result in greater brand awareness.

General Mills

Background:

General Mills wanted to roll out with a new promotion to enhance its position as a pioneer in the “world of premiums.”[3] How could the company stay current with the needs of consumers in the new millennium?

Objectives:

  • To develop a campaign that gains the interest of the media in order to inform consumers about General Mills’ latest cyberpromotion

  • To step into the digital realm with a one-of-a-kind promotion and special added value for audiences with ...

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