Aug 08, 2011 • By

Box Tops go back to school

Back-to-school for General Mills doesn’t mean shopping for new shoes or school supplies, or even furniture for that dorm room.

It’s all about Box Tops for Education. You know, those coupons on the packages of many of your favorite brands?

This year, the program launched one of the largest marketing campaigns in its history – an interactive online sweepstakes – for parents and school Box Tops coordinators.

The “Building with Box Tops” interactive website offers parents a different way to learn more about the program and how Box Tops can benefit their schools.

The site was designed to mimic a typical American city. It has a clickable school, museum, grocery store, library and playground – all with content to explore inside.

For example, in the school, there’s a photo contest for Box Tops coordinators to share photos of how their schools spent their latest Box Tops earnings.

There’s also a daily instant win game on the mythical playground with a chance to win 250,000 Box Tops – worth $25,000 for a school.

Tommy Hillman, Box Tops for Education brand manager, says schools have big needs in and out of the classroom, and the goal of the new campaign is to raise awareness of how Box Tops can help.

But, Tommy says in this audio clip, it also encourages schools to share their stories and motivates others to think big about Box Tops.

In addition to the interactive site, Box Tops for Education also has some new partners in the program.

You can now find Box Tops labels on Boise paper – check the copy rooms at your office – as well as Hanes (for wholesale shirt orders for schools) and Brita water filters and bottles.

Since the Box Tops program started in 1996, it has provided more than $400 million to schools, including $59 million in 2010. More than 76,000 K-8 schools are active participants.

“I’ve seen firsthand the difference this money can make,” Tommy says. “I have a daughter going into first grade, and I see how excited her school is about the program. It helps schools, stores … It’s a win-win all the way around, and we want to continue to make it bigger and raise more money for schools.”