April 29th, 2009
General Mills Recruits Bloggers
By Brian Morrissey
AdWeek
Bloggers, particularly moms, are an audience of such growing importance to General Mills that the consumer-goods company has built a formal network to feed them free products and enable them to run giveaways for their audiences.
MyBlogSpark has recruited more than 900 bloggers—over 80 percent are moms—to register to be eligible for everything from sampling campaigns to product coupons to news of a new ad campaign. General Mills plans to use the network to promote its wide portfolio of products in the food and beverage, beauty, home, electronics, health and automotive categories.