M&Ms Always Fun Campaign
Kids want to have fun. M&Ms are fun. They taste good. You can play with them. And they’re great for sharing.
But how do you take this experience and love for M&Ms online?
Step One: Find out the issues
• Loyal M&M’s fans are craving ownership of the brand
• They spend an increasing amount of their time online in social network environments
• Brands need to build active global communities of brand loyalists
• Brands want to be part of the consumers’ world and engage with them both as a community and individual
Step Two: Find the brand truth
M&M’s are “Always Fun” and are willing to prove it
Step Three: Let your customers in on it.
M&M’s asked us to help them engage with their customers in the online social networks where they live and play – so we began with a traditional display campaign to let users know what we were up to.
Step Four: Spread the love
Using the M&M’s brand site as the springboard online destination, we added several “advertisements” for the new social profile on Bebo.
Once on the M&M’s Bebo page we supplied several engagement mechanics to encourage users to join in the conversation around the brand and to actively participate.
We made a very simple M&Ms game that we turned into a contest – to encourage people to participate and install the game on their own profile pages. This helped to drive the viral aspect of the campaign.
Step 5: Sit back and see how your customers bring your idea to life
At the start of this campaign we used other in-market FMCG campaigns as metrics benchmarks; these numbers were all decimated within the first 24 hours of the M&Ms bebo page going live. M&Ms were online.
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