Not long ago, General Mills set up a blog network called MyBlogSpark. Bloggers in the program have access to some of the newest General Mills products around, so long as they review the items on their blogs. This is a unique way to access and discuss General Mills products (i.e. Cheerios, Yoplait Yogurt). One of the other cool things about the MyBlogSpark program is that about 80% of its bloggers are moms.
MyBlogSpark is a program to anyone with an interest in GM brands. According to AdWeek, so far about 900 people have signed up, meaning over 700 of the participants are blogging social media moms. There is no actual compensation for reviewing products, just insider access, some samples for review, and maybe a few freebies.
General Mills gets several things right about its MyBlogSpark campaign. First, it wants its bloggers to be up-front about being part of the program. We're fans of transparency. Second, it asks its bloggers to contact them if they don't feel as if they can write a positive review. This is good brand management on the part of GM. Finally, it understands how influential moms are not only in the marketplace, but in social media as well. The vitriol reaction of Motrin Moms is proof of how powerful and influential mothers can be online.