Apparently the seed giveaway has been a resounding success, even exceeding General Mills' goal. 1.5 billion seeds were distributed, and their website says they have none left. This is a feel good campaign that not only raises the profile of the cereal, but creates of lots of goodwill for the company as well.
Except, however, for some controversy. Apparently some environmentalists, as reported on Lifehacker, have urged people not to plant these seeds since many of them are flowers not native to the United States, and therefore not necessarily a good match for the bees. The fear is that this could actually cause more damage than good. General Mills countered these concerns on the Cheerios Facebook page claiming that "the seed varieties in the mix are not considered invasive."
Most of this "buzz" has been good, but it seems that cereal companies just cannot get it completely right nowadays!