General Mills partners with Yahoo Esports Live Yahoo! Inc. (YHOO) announced today that General Mills is the first presenting sponsor of Yahoo Esports Live, a new hour-long weekly live show. With custom branded segments and video advertising during this live programming, the new campaign for Reese’s Puffs Cereal will connect with fans of Yahoo Esports around recent news and analysis in the Esports industry. As part of this campaign, Reese’s Puffs will also sponsor Yahoo’s coverage for the live stream of ESL One New York 2016 from October 1-2.
General Mills signs deal with The Secret Life of Pets UNIVERSAL CITY, Calif., July 11, 2016 /PRNewswire/ -- As part of a massive, multi-faceted cross-promotional campaign in support of The Secret Life of Pets, the highest-grossing original opening ever for a motion picture, Illumination Entertainment and Universal Pictures' today announced partnerships with some of the world's most recognized brands, which share in the success of this record-breaking result. The cross-category program includes a global activation with McDonald's and promotions with top household names including the Chrysler brand, General Mills, P&G, Mott's, PetSmart and The J.M. Smucker Company as well as breakthrough partnerships with innovative brands like GoPro and Realtor.com, marking the first time Realtor.com has collaborated with a major studio and the first time GoPro has collaborated on a campaign for an animated feature film. Delivering close to $400 million in promotional value, the creative-driven programs will be supported by multi-media marketing campaigns powered by television, digital and print advertising, significant retail exposure, social and influencer campaigns and live events.