Wal-Mart, Cheerios, Ellen DeGeneres team up for ‘Moments of Good’ campaign

Comedian and television host Ellen DeGeneres and General Mills-owned Cheerios have teamed up retail giant Wal-Mart Stores to extend a marketing campaign that celebrates paying it forward with good deeds in communities around the country.

The “Moments of Good” campaign recognizes 1 million acts of good. Through March, consumers are asked to capture “moments of good” and share them via social media using the #OneMillionActsofGood hashtag.

The partners recently kicked off the campaign by donating a check for $25,000 to help a high school marching band from Louisberg, Kan., fund a trip to Pasadena, Calif., for the school’s first appearance in the Rose Parade.

Wal-Mart has dedicated a page on its website to this effort. The retailer defines a moment of good as being those things done for friends and neighbors to make the community great. This campaign hopes those efforts don’t go unnoticed.

The counter on the Wal-Mart site indicates there have been 187 recognitions of moments of good through Monday (Jan. 8). The only act cited on the map of moments is the recent gift to the Louisberg, Kan. band.

DeGeneres has been promoting the campaign since September on her Hub site. General Mills has been running a television ad promoting its participation in the DeGeneres “OneMillionActsOfGood” campaign.

In a precursor to the Wal-Mart campaign, DeGeneres and Cheerios asked consumers to buy Cheerio boxes with Ellen’s picture on the front. In the box there were codes that could be entered into DeGeneres’ website. If the code matched a winning number the consumer won a gift for themselves and one for a friend. This cereal box campaign runs through May 31.

DeGeneres has also shared “Moment of Good” stories on her television show, as well as social media and live web video casts.