General Mills is launching a digital sweepstakes tied to its Box Tops for Education program.

General Mills is launching a digital sweepstakes tied to its Box Tops for Education program. The “Unlock Brighter Futures” campaign comes just in time for back to school season as part of General Mills’ Box Tops for Education initiative to raise money for schools. Consumers can enter the digital sweepstakes by scanning the QR code that appears on specially marked Box Tops products, taking users to a site that features a school locker with a combination lock. They must then enter the six-digit locker combination from their product packaging to win, and the lucky winner will score a grand prize of $10,000 plus an additional $10,000 to donate to their choice of eligible schools. Collecting Box Tops has long been a staple of young people’s childhoods, and General Mills’ digital activations—including the Box Tops app that was introduced two years ago—signals how the program is being made over for the next gen as the rise in ecommerce shopping continues to grow. YPulse’s back to school research found that BTS shoppers this year plan to shop both online and in-person at mass merchandise stores, and creating thoughtful campaigns ahead of this year’s BTS season is a top way to connect with young students and parents. (Marketing Dive)