General Mills and Meijer came together to create the first-ever virtual tailgating experience and it speaks to football fans this season with interactive trivia, recipes and more. Through General Mills' Tailgate Nation program, the virtual "homegate" experience brings all of the excitement of game day straight to the home, complete with interactive virtual kitchen and backyard scenes.
In the virtual version of the heart of the home, fans will be able to download tailgate-inspired recipes, as well as browse and shop for products from Meijer and General Mills brands like Old El Paso, Chex Mix and Betty Crocker.
The experience speaks to younger fans in particular, especially those who are drawn into the immersive and entertaining nature of digital experiences inspired by video games and esports.
Key Themes Behind This Trend
- Virtual Tailgating
- Creating virtual events that provide a similar experience to that of in-person tailgating, as well as incorporating interactive and immersive elements.
- Interactive Brand Experiences
- Developing interactive marketing experiences that engage consumers and promote brand awareness through virtual platforms.
- Gamification of Food and Beverage Industry
- Incorporating gaming and gamification elements in marketing and promotion of food and beverage products to engage consumers and spark interest.
Where This Applies
- Food and Beverage
- Utilizing virtual platforms and experiences for marketing and promotion, in addition to gamification for engagement with consumers.
- Sports and Entertainment
- Creating virtual experiences and events as a substitute for in-person activities in the sports and entertainment industry.
- Technology
- Developing immersive and interactive virtual experiences using technology for digital marketing, promotion, and advertising.
