It seems that almost every brand has smartly shifted from Transactional “Push” Marketing to Invitational Marketing. The truly smart ones are taking it a step further by building strategies around Connected Citizens.

Leveraging our desire for healthier hearts, slimmer waistlines and longer lives, Cheerios is connecting like-minded individuals with The Cheerios Challenge brand platform. No longer do we need to join expensive diet regimens or hire personal trainers to keep us on track. Instead, brands like Cheerios are providing community connection to individuals with the same aspirational goals and needs. And, let’s face it…diet and health are easier to tackle with peer support.

With The Cheerios Challenge, customers can sign up to be part of a unique universe of “4in6ers” interested in lowering cholesterol (4% in 6 weeks). The community play is robust and allows users to “Challenge A Friend” or check in with “Fellow 4in6ers.”

http://www.cheerios.com/promotions/challenge/

In my view, Cheerios seems to understand that we value transparency and that brands who enable authentic interactions with customers will end up loyal customers. And, Cheerios is also leveraging our need to be part of an inner circle. While Cheerios may be a ubiquitous cereal, a platform like The Cheerios Challenge effectively allows customers to view it a bit differently….a brand that understands who we are and what we value.