General Mills and Amazon Fire TV are giving customers a new way to connect with nature and support the National Park Foundation from the comfort of home this Earth Month. Introducing ‘Press Play for Nature’ where every hour of select titles streamed from the customized General Mills ‘Prime Nature Video Collection’ goes to support the National Park Foundation. Powered by the Amazon Stream It Forward platform, the campaign was created in partnership with VMLY&R Commerce and Stackline to allow consumers to convert content to dollars, ultimately driving awareness and brand impact.
“Our General Mills snack portfolio features some of the most purposeful and actively engaged brands in the category – Nature Valley®, Larabar® and Epic Provisions® – all of which care deeply about giving back to nature and offering access to the outdoors”, shares Jamie Needham, Ecommerce & Shopper Marketing Lead for Pureplay at General Mills. “This Earth Month, we are furthering our commitment to protecting and enhancing America’s connection to our national parks by streaming content directly into the homes of consumers.”
“Press Play for Nature is making it easy for consumers to show their love for the outdoors with a creative commerce experience that converts,” says James Phillips, Executive Creative Director at VMLY&R Commerce. “This partnership deepens General Mills commitment to the National Park Foundation and engaging its loyal brand base on Amazon, to give back to a good cause.”
General Mills ‘Prime Nature Video Collection’ titles include: The Pollinators, Wildest Places, White Wolves: Ghosts of the Arctic, Heart of the World: Colorado’s National Parks, Borealis, Rational Middle: Net Zero, Galapagos: Realm of the Giant Sharks, It’s A Beautiful World, and National Parks Exploration Series: Yellowstone.
The campaign will be supported by an influencer strategy, Amazon media across Prime Video, Fire TV and Amazon Fresh, and promoted through the National Parks Foundation network. It will also be complemented by a custom brand store experience, completely shoppable from the Prime Nature Video Collection in FireTV.
The National Parks Foundation helps to connect people everywhere in America to the wonder of parks in collaboration with the National Park Service, the park partner communities and donors. Donations secured from ‘Press Play for Nature’ will go towards supporting better access to trails, transportation and educational programming to all Americans, especially those with disabilities, limited access or limited transportation to nature.