Wheaties uses fitness-app voting to extend its reach

06/30/2014 | New York Times (tiered subscription model), The

General Mills is adding an interactive element to Wheaties in an attempt to engage young, active consumers who follow nontraditional sports such as motocross, lacrosse and mixed martial arts. The Wheaties Next Challenge allows consumers to vote on which athletes will appear on its box by logging their workouts in a MapMyFitness mobile application.

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