General Mills, Smart Balance Adopt New Web Marketing Capabilities

General Mills and Smart Balance, leverage Swoop, a service that integrates relevant information about products and services into web content. With a new service that aims to enable brands to sponsor extend their content marketing initiatives within Swoop’s publisher network, General Mills and Smart Balance are able to present consumers who engage with this content, relevant information they would normally seek in a secondary search.

 

“Using Swoop we can create valuable content for the Smart Balance brand that is both relevant and appealing to the consumer as they browse a site,” says John Becker, SVP and general manager, Smart Balance brand. “It is not just another ad. That is the exact type of relationship Smart Balance wants to promote.”

 

For example, a consumer who is reading a recipe for corn muffins will notice a healthy heart icon next to the word butter. If engaged with, the icon will display information about Smart Balance’s Butter and Canola Oil Blend without leaving the site. Through a granular level understanding of website content and consumer intent, Swoop is expected to provide brands the ability to create meaningful engagement by inviting the consumer in for a relevant and timely discussion.