M&M's Case study M&M'S FIND RED by Proximity Toronto

Adsarchive » Case study » M&M's » M&M'S FIND RED


Pin to Collection
Add a note
Industry Chocolate, Candies
Media Case study
Market Canada
Agency Proximity Toronto
Director Chris Hutsel
Associate Creative Director Ari Elkouby-Associate Creative Director
Executive Creative Director John Gagne Agency Team:
Art Director Jeffrey Da Silva
Copywriter Rene Rouleau, Ryan Lawrence, Jon Ruby
Released November 2010


Cannes Lions 2011
Promo & Activation Lions Best Use of Games Bronze
Media Lions Best Use of Other Digital Media Bronze

Credits & Description

Category: Best Use of Other Digital Media
Advertiser/Client: MARS
Product/Service: M&M'S
Executive Creative Director: John Gagné (Proximity)
Associate Creative Director: Rene Rouleau (Proximity)
Associate Creative Director: Jon Ruby (Proximity)
Associate Creative Director: Jeffrey Da Silva (Proximity)
Associate Creative Director: Ari Elkouby (Proximity)
Copywriter: Rene Rouleau (Proximity)
Copywriter: Jon Ruby (Proximity)
Copywriter: Ryan Lawrence (Proximity)
Art Director: Jeffrey Da Silva (Proximity)
Associate Technical Director: Darrin Patey (Proximity)
Developer: Iftikhar Ahmed (Proximity)
Developer: Edwin Locke (Proximity)
Information Architect: Patrick Jordan (Proximity)
Director: Chris Hutsel (Soft Citizen)
Account Director: Priyanka Goswami (Proximity)
Account Director: Chris Perron (BBDO)
Account Coordinator: Jesse Abrams (Proximity)
Agency PR: Shari Balga (Proximity)
Results and Effectiveness:
The purpose of this game was simply increasing awareness and interaction with the M&M’s brand.
In just 30 days, this Canadian promotion got: 8.4 million PR impressions, over 7 million QR Code poster views and over 225,000 Twitter impressions. Total impressions came out to over 15.6 million.
Besides the obvious buzz this game mashup generated, the most impressive result was that the average time spent on the site was over 19 minutes. That’s 4 times the industry average.
Most importantly, the game was IRRESISTIBLE FUN...just like M&M’s.
Creative Execution:
We created a first-of-its-kind, digital treasure hunt where we hid M&M’s inside Toronto inside Google Street View and challenged Canadians to find them.
In 630 square km, we provided over 100 clues to help find 3 red M&M’s and win 1 nifty, little Smart car.
For four weeks, players got clues on the website, Twitter, Facebook, Foursquare and using YouTube annotations. In the real world, there were QR code wild postings as well as package UPC codes that unlocked special clues with Stickybits. Overall, players had the opportunity to go as deep as they wanted into the game by using as many of the media channels as possible.
Insights, Strategy and the Idea:
We never received a brief. But we did know that our client, Mars Canada, was always looking for new ways to drive awareness of M&M’s online by delivering the brand benefit of IRRESISTIBLE FUN to a target audience of college-age, Internet-savvy, male and female Canadians.
When we heard that the Google Street View camera car was coming to Toronto, Canada, and we considered M&M’s ongoing strategy, well, the rest was digital history.