The CPG manufacturer’s new G-WIN Digital open portal solicits public ideas to shape their digital capabilities and accelerate innovation with the hope of gaining an industry advantage.
Fast Company alerted us to the launch of G-WIN Digital, a digital extension of General Mills’ open innovation network. The open portal invites external ideas that will influence the company’s digital capabilities through emerging technologies and advances in the areas of gaming, social, mobile and online video. Gaming and mobile have been notes as key areas of opportunity for further innovation.
Those interested in submitting an idea are invited to share their non-confidential product, technology, company or idea at G-WIN Digital. GM’s digital marketing group will review all ideas and provide status updates within three weeks of their submission. Ideas selected by the dedicated review team will then likely begin limited testing, for identification of learnings that can be applied towards scaling the idea. General Mills hopes these ideas and testing approach will accelerate the process of getting to market with a viable, scalable idea — given their belief that being first to market will help realize competitive advantage.
Of particular note to other brands is the philosophy driving GM’s approach to G-WIN Digital: “create, iterate, learn and scale.” GM is looking to make agile learning (and marketing) core to its culture, something that most of us have experienced as being highly challenging for large, bureaucratic organizations. According to CMO Mark Addicks (speaking with Fast Company):
We call it ‘market while we research, research while we market.’ Those used to be discreet functions. Today, it’s finding partners, trying something on the brand and really watching and learning as we go and continuing to iterate.