M&M's Promo, Case study SPACE HEROES by BBDO Denmark

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Industry Chocolate, Candies
Media Promo & PR, Case study
Market Denmark
Agency BBDO Denmark
Executive Creative Director Carsten Schiott
Creative Director Tobias Lykke Aggergaard
Art Director Peter Dubienko
Copywriter Nikolaj Steen Møller
Released November 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: MARS
Product/Service: M&MS
Date of First Appearance: Dec 1 2010
Entrant Company: BBDO DENMARK, Copenhagen, DENMARK
Entry URL: http://www.m-ms.dk/spaceheroes
Chief Executive Officer / Managing Director: Niels Erik Follman (BBDO Denmark)
Chief Executive Officer / Managing Director: Penille Wendel Mehl (BBDO Denmark)
Executive Creative Director: Carsten Schiott (BBDO Denmark)
Creative Director: Tobias Lykke Aggergaard (BBDO Denmark)
Senior Digital Art Director: Chaga Signe Bruun (BBDO Denmark)
Art Director: Peter Dubienko (BBDO Denmark)
Copywriter: Nikolaj Steen Møller (BBDO Denmark)
Original Code Developer: Erik Rothoff Andersson (Erik Rothoff Andersson)
Managing Director: Rasmus Viemose (Content Cube)
Senior Developer: Ronni Egeriis (Content Cube)
Project Manager: Carsten Egedal (Content Cube)
Account Director: Allan Rassmusen (BBDO Denmark)
Account Director: Sarita Montenegro (BBDO Denmark)
Media placement: Online - Http://www.m-ms.dk/spaceheroes - 1 December 2010

Insights, Strategy & the Idea
M&M’s are always fun. We wanted to create an online branding campaign reinforcing M&M’s as being “always fun on the Internet”.

The target audience is used to seeing creative campaigns on traditional online media. So it was important to rethink media as well as creative execution.

Creative Execution
The result was an interactive branding campaign where M&M’s Space Heroes let users shoot M&M’s at any (and we do mean any) website, making the website disappear piece by piece.

Instead of using traditional online media, we created a new online media: the bookmark.

The campaign was activated through the user’s bookmark toolbar, letting everyone interact on every page on the Internet, and the brand be permanently present in front of the user.

Results and Effectiveness
In its first week, the campaign generated more than 300.000 visits from more than 130 countries.

The campaign was picked up by more than 200 leading design, technology and advertising blogs.

And it was tweeted more than 100 times per hour when the campaign peaked.