General Mills is launching a virtual tailgate experience to build hype for college football season. As part of its Tailgate Nation program, General Mills launched a virtual “homegate” platform to accommodate consumers’ preference for online shopping. The portal was created with Michigan-based retailer Meijer and ecommerce firm Obsess, and places shoppers in a simulated house where they can explore recipes, videos, gameday quizzes, and shoppable products from Totino’s, Old El Paso, and Honey Nut Cheerios. Additionally, shoppers who purchase four General Mills products in physical Meijer stores can submit their receipt and receive a $50 discount on Fanatics.com. YPulse told you how sports brands “futurized” their marketing when sports events hit pause at the height of the pandemic, and General Mills’ “homegate” portal signals how brands are continuing to use online (and hybrid) activations to reach young sports fans. (Marketing Dive)
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