Fun can also be profitable
One of M&M’s core brand benefits is “Irresistible Fun”. To keep consistent with their image, Mars Canada, maker of M&M’s, wanted to drive awareness of M&M’s online…and figured out a very clever way to execute that mission.
Mars found out the Google Street View car was coming to Toronto. So they created a digital treasure hunt where M&M’s were hid throughout Toronto inside Google Street View and challenged Canadians to find them. For four weeks, players got clues on the website, Twitter, Facebook and Foursquare. In the real world, there were QR code wild postings and package UPC codes (through StickyBits) that unlocked special clues.
In just 30 days, this Canadian promotion got: 8.4 million PR impressions, more than 7 million QR Code poster views and more than 225,000 Twitter impressions. And the average time spent on the site? Over 19 minutes – four times the industry average. To learn more, watch this quick video: