General Mills has teamed up with Midwest grocery chain Meijer to create a virtual “homegate” experience for college football fans. The online activation — created in partnership with experiential ecommerce platform Obsess — aims to bring game day excitement to fans at home with an interactive virtual kitchen and backyard, as well as a virtual tailgate outside the University of Michigan’s stadium, known by fans as The Big House.
The limited-time experience will run through Oct. 16. Users can download tailgate-inspired recipes featuring General Mills brands and then purchase products from Meijer, as well as watch videos and test their college football rivalry knowledge with game day quizzes. As an added bonus, shoppers that purchase four participating General Mills products and submit their receipt by Dec. 11 will receive $50 off at sports gear site Fanatics.
“We know that food is the centerpiece of a great tailgate, and whether you’re cheering on the players or are simply there to eat, we want fans to be inspired to create their own events, and make them feel part of that game day excitement,” said Stephanie Larson, Shopper Marketing Senior Planner at General Mills in a statement. “As traditional tailgating experiences have shifted the past couple of seasons, we’re excited to bring a new way for fans to be part of the tailgate from home with the new Virtual Homegate.”