General Mills Curves Contest Draws 29,000 Votes
A General Mills contest to find the next fresh face to appear on its Curves Cereal box drew more than 29,000 votes and five overall winners.
Laura Wilson of Irving, TX, was the top vote-getter in Curves Foods Real Change, Real Women Contest, with 15,126 votes. As the grand-prize winner, Wilson will appear on an upcoming package of Curves Cereal. She also will receive $5,000, a 12-month membership to Curves fitness clubs and a year supply of Curves Cereal and snacks.
Four other women were named as first-place winners: Tamar Dyson of Elk Grove, CA, Casey Lohman of Lee’s Summit, MO, Katherine Mendez of Palm Springs, CA, and Linda Snow of Everett, PA.
The contest was part of a General Mills campaign meant to show that weight-related success comes in all sizes. People sent in inspirational stories about weight management and how it changed their life.
General Mills kicked off the contest with live events in four cities last fall to promote the contest and online community where women share stories and fitness goals (Promo, Nov. 1, 2007). http://promomagazine.com/eventmarketing/marketing_jump_curves_cereal/index.html
Online marketing and PR supported the contest, which General Mills handled in-house.
