Behind the Scenes with Honey Bunches of Oats’ Positive Mix Campaign and Prince Royce.

Back in October Post’s Honey Bunches of Oats announced the launch of its Positive Mix campaign featuring multi-platinum artist and 2012 Latin GRAMMY® nominee Prince Royce on millions of cereal boxes. An integrated plan that kick-started with the Latin GRAMMY® Street Parties which was then followed with a special appearance by GRAMMY nominee Willy Chirino and a donation of $10,000 to the Hialeah Middle School as part of the Latin GRAMMY in the Schools program; demonstrates the power of music to move people and share their positivity with the brand.
 
Reporting 146K+ likes on Facebook.com/PensemosPositivo http://www.facebook.com/PensemosPositivo> making it the largest Facebook fan base for a Spanish language cereal brand in the U.S. The brand’s profile shows impressive engagement with Latinos digitally; powered by their focus on relevancy, positivity and an active community that chats about life, nutrition, pop-culture and being positive to start the day of right!
 
So what is the brand’s secret? As many white-papers and experts suggests it all boils down to lots of listening and relevancy drive by genuine conversations and content that is both engaging and brand centric. These principles have been cornerstone to the campaign. Beyond featuring a great connection to a great celebrity, what makes Positive Mix unique is its 360 degree approach to shopper, community and meaningful digital conversations and content. For example, beyond shooting a standard TV spot the brand is providing a peek into “The Making of Positive Mix” http://youtu.be/v3hRpDJ62A0> while also chatting online with thousands of twitteros and bloggueras under the hash-tag #POSITIVEMIX with their handle @HBOatsLatino.
 
In fact, during the biggest week and award show for Latin music in Las Vegas, influential digital socialites like @BeChigMag @webcitygirls @OscarPetit and even twitter “mogul” and founder of #LATISM- the largest and most popular hash-tag uniting million of Latino conversation daily- @AnaRC , will be joining in together under #POSITIVEMIX to tweetcast and bring exclusive photos, interviews and positive content from the show’s events.
 
The Positive Mix campaign demonstrates the power of thru-the-line and cross-channel execution balancing equity building, shopper marketing connections and ensuring active engagement through the power of digital and social media.