• We created the Plant A Seed programme to give kids great places to be their very best. We would rebuild 30 community fields, but we needed moms’ help to nominate and pick out the most deserving ones.• We spread the word at sporting events with real Seed Packs that featured the qualities that “grow” in kids when they play sports: Confidence, Determination, Leadership, Perseverance, Courage, and Friendship - The very qualities that any mom would want their kids to have. This unique ambient media device created intrigue and drove moms to our Website: FrostedFlakes.com.• We used TV & Print (for mass awareness) and OLM (for targeted awareness) to drive moms to FrostedFlakes.com.

• Events and PR were deployed to create national and local buzz.• At FrostedFlakes.com, moms found a rich environment – one that gave them an active role in deciding which fields would be saved.

• Millions flocked to FrostedFlakes.com• Average of 12 page views and 5 minutes per visit.• 3,400 fields nominated.• 100 finalists selected in first round of voting.• Programme took on a life of its own: Massive online and real-world grass-roots efforts, user-generated content flooded YouTube and Facebook, dozens of regional newspaper articles appeared - all in support of individual local fields.• Over a million votes were cast to determine the final 30 fields to be rebuilt.• Best of all, thousands of kids got new places to play, to grow, and to be their very best.