General Mills is running a multimillion dollar "Evolution" campaign that uses mobile to introduce Fuel, a new kind of Wheaties.

The multichannel Evolution campaign features an SMS call-to-action in Men's Health magazine, online and via an upcoming free-standing insert (FSI) delivered to consumers via conventional mail. Consumers are asked to text the keyword WHEATIES to short code DOTCOM (368266).

"We understand our target consumer is actively involved in mobile media around the clock," said Dan Stangler, marketing manager for Wheaties at General Mills, Minneapolis, MN. "SMS interaction provides another piece of the puzzle in our overall digital communication strategy.

"A text reference is provided in print and digital communications, enabling consumers to extend their experience beyond the Web site," he said. "The SMS calls-to-action are part of our digital strategy to communicate with consumers through the most efficient touchpoints.

"SMS is a great way to round out our digital execution, interacting with our consumer when they are on the move."

The Wheaties cereal brand has an 85-year history of featuring top athletes on its boxes. Baseball legend Lou Gehrig was the first athlete featured on a Wheaties box in 1934

The Evolution marketing campaign promoting Fuel is focused on male consumers.

For the creation of the new cereal, General Mills tapped nutritionist Dr. John Ivy and five famous athletes: the NBA's Kevin Garnett, NFL's Peyton Manning, MLB's Albert Pujols, decathlete and 2008 Olympic Gold Medalist Bryan Clay and triathlete Hunter Kemper.

The Wheaties Fuel packaging looks completely different than traditional Wheaties boxes, and initially it is only available online.

The top three formulas are being taste-tested by a select group of everyday athletes, including readers of Men's Health magazine, who are helping determine the winning formula.

On Sept. 9, General Mills will unveil the final formula of Wheaties Fuel and begin online sales, and at the start of January, retail sales will begin.

The new product will be different from Original Wheaties, but will not replace it. Together, the two products will make up the expanded "Breakfast of Champions" product portfolio.

General Mills' webisode footage with its "elite champions" is available online via the Wheaties Web site, as well as Facebook and YouTube.

Wheaties content at http://www.wheaties.com/evolution includes video footage of the Wheaties Fuel co-creation process with athletes Peyton Manning, Kevin Garnett, Albert Pujols, Bryan Clay and Hunter Kemper.

"The Wheaties SMS initiative provides consumers with a number of engaging elements that encourage interactivity," Mr. Stangler said.

General Mills tapped DiDigital to develop the multidimensional SMS campaign under the Evolution umbrella concept for the new Wheaties.

DiDigital creates interactive mobile strategies with a focus on SMS, with content such as sports scores, trivia quizzes, recipe ideas and health tips.

The firm then integrates brand messages within the information as part of an ongoing, multi-tiered conversation.

The four dimensions of the SMS program, designed to support and enhance the other elements of the ad campaign, include interesting information about the elite athletes who helped create the new Wheaties.

A trivia game tests consumers' knowledge about the athletes.

There is an option to sign up for email alerts to stay informed about new developments.

An opportunity to opt-in for weekly nutrition tips or fitness tips, automatically delivered to consumers' mobile phone via SMS. The nutrition tips were developed in partnership with Men's Health magazine.

To make people aware of the SMS campaign, calls-to-action appear on the Wheaties Evolution microsite, in free-standing inserts sent via direct mail and in Men's Health magazine.

Throughout the campaign, Men's Health will sample the new cereal through the nationwide Rodale Race Network, as well as spreading the word about the evolution of Wheaties through direct mail and email outreach to readers, and inclusion in magazine subscription renewal materials.

Eventually television advertising will be incorporated into the campaign as well.

An SMS messaging campaign was seen as a perfect component to introduce and support the Wheaties Fuel product launch.

In addition to being a great fit with the male target, the use of SMS technology serves to reinforce the idea that "this was not your father's Wheaties," according to DiDigital.

General Mills saw SMS as a perfect channel to help reinvigorate and modernize the Wheaties brand.

"Wheaties has put a great deal of effort into the development of new Wheaties Fuel, and text/SMS is a critical avenue we are using to engage with our consumer," Mr. Stangler said.

"Whether it is on our Web site, Facebook, YouTube or through SMS, we aim to provide our fans with engaging content across all touchpoints," he said.

This is not General Mills' first foray into mobile.

"General Mills has a good deal of experience in mobile media, but the Wheaties mobile campaign has more depth than the majority of our other campaigns," Mr. Spangler said.

"The Wheaties mobile campaign provides the user with an engaging experience that includes trivia, nutrition tips and information on our elite champions that co-created Wheaties Fuel with General Mills," he said.