Chex Mix on July 9 kicked off a content creation strategy—the Chex Mix Deliciously Unpredictable Road Trip, a four-day recreation of the iconic family tradition that involves kids, parents and an overstuffed family car heading for some summer fun. This trip, however, features Chex Mix along with TV personality Alfonso Ribeiro of “Dancing with the Stars” fame and the Eh Bee family, whose Vine videos have amassed hundreds of thousands of followers. A digital component, including Facebook, Twitter and Instagram, amplified the effort.
The road trip began in Yellowstone National Park and went through Park City, Utah and Zion National Park before ending at the Grand Canyon. Along the way, the brand filmed Ribeiro and the Eh Bees’ zip lining, kayaking, trail hiking and other antics. One video, for example, shows Ribeiro and the kids riding in the RV munching on Chex Mix and playing a name-the-states game.
“We wanted to show those things we know Mom is doing, but put it in a creative content form with celebrities and stars she loves,” says Marie McLean, marketing-communications manager at Chex Mix. The group also surprised other travelers with gift certificates and prizes at restaurants, gas stations and grocery stores.
Fans could follow along on Facebook, Twitter and Instagram with #ChexMixRoadTrip and also use the hashtag to share their own family road trip photos in a contest to win one of 20 $250 prize packs.
While fun was definitely on the Chex Mix road map, the real destination of this trip was to build brand loyalty and, ultimately, brand trial and purchase.
“We have seen here at General Mills that there is great success when we partner with content creators that amplify what our brand purpose is,” says McLean. “We thought that putting Alfonso and the Eh Bee family together with the idea of a road trip would be extremely relevant to our consumers and engaging entertainment for them to watch.” Agency: Fast Horse, Minneapolis.