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It was a silly viral meme on Father’s Day last year. But for Life of Dad, the website that started it, and for Cheerios, whose product was central to it, it turned into a user-generated branding campaign with phenomenal scale.
Life of Dad won a silver Lion at Cannes in June for its #CheerioChallenge meme. And it revealed the backstory of how the campaign evolved, and how General Mills eventually got involved, rocketing the viral trend to even greater heights.
It
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