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Wheaties hands over packaging design via MapMyFitness partnership
In an example of how mobile and social are disrupting traditional packaging design strategies, General Mills’ Wheaties is letting mobile consumers choose the next athlete to appear on the cereal brand’s packaging by logging workouts on MapMyFitness, a social network for fitness enthusiasts.

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Levi’s mobile-focused film jump-starts new engagement platform, brand reintroduction
Apparel brand Levi Strauss and Co. has launched the global campaign “Live in Levi’s” to encourage mobile submissions showcasing everyday life in the brand’s clothing that will be compiled into a social film later this year.
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Disney embraces social messaging app Line with global game rollout
Disney’s expansion of a top-ranked Japanese mobile puzzle application worldwide underscores the entertainment conglomerate’s embrace of social gaming to engage mass audiences.
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MMA pivots from mobile-first to marketer-first approach
In one of the clearest signs yet that mobile marketing has arrived, the trade group tasked with bringing mobile into the forefront has relaunched itself with a marketer-first approach as opposed to a mobile-first one.
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