I'm sure many thought it was a viral marketing campaign

but........

The gay marriage opponent whose recent fiery, videotaped protest outside
General Mills gained national attention--and triggered a criminal
investigation--died over the weekend, according to police.Michael Leisner, 65, died Saturday while running an errand near his
Andover, Minnesota home. His funeral service is scheduled for Friday
morning at the Emmanuel Christian Center.
Dwight Denyes, the church’s senior pastor, told TSG that Leisner
(pictured at right) apparently died of a heart attack Saturday while
waiting in his car for two of his children to finish playing tennis.

Leisner’s death brings an abrupt end to a police investigation
of his protest outside General Mills’s corporate headquarters in Golden
Valley. In an e-mail today, Stacy Carlson, chief of the Golden Valley
Police Department, reported that, “It’s being closed exceptionally, due
to the suspect’s death over the weekend.”
In a video shot by one of his sons, Leisner, a father of four, is
seen trying to set fire to a bowl of Honey Nut Cheerios. But Leisner,
carrying a blowtorch, accidentally set fire to the lawn outside the
entrance to the corporate park. When he failed to stomp out the flames,
Leisner told his son, “Quick, get in the car.” They apparently fled
while a section of the lawn was still on fire.
Leisner staged the Cheerios burning to protest General Mills’s
announcement that it would oppose a November ballot initiative banning
gay marriage in Minnesota. Seen below, video of Leisner’s torching
(which occurred earlier this month) was uploaded to YouTube by one of
his sons.
In a Facebook tribute, one of Leisner’s nephews--a missionary in
Costa Rica--wrote in Spanish that Leisner was as “bold as a lion of
God,” though some would remember him as “a flaming Elijah.”
Unfortunately, an English translation on the Facebook page mangled part of the tribute. “Please pray for the family of Mike to feel the spirit of God as dildo in this time of a loss,” the Bing translation notes.

http://www.liveleak.com/view?i=29f_1344279700

http://www.thesmokinggun.com/buster/cheerios-burning-protester-dies-867934