The task was simple: get new M&M’s Bars into the hands of consumers. With an above-the-line spot already in-market, we used the iconic personality of our M&M’S characters to engage fans with fun creative, a unique branded game, and of course, samples!
Using an “analog vending machine”, we demonstrated our FUN IN A BAR campaign creative and spotlighted the featured characters from our packaging.
On-premise, BA’s invited passing consumers to sample an M&M’S Bar or try their luck at our FUN IN A BAR game for the chance to win prizes. To play, fans simply drew a numbered M&M’s lentil, and opened the corresponding cubby on a gigantic tablet bar.
Prizes included products, brand merchandise, and the coveted Golden Ticket, which gave the lucky recipient a year supply of M&M’S Bars!
To compliment our travelling activation, we created a full TTC takeover that brought to life the personality of our campaign using contextually relevant creative. Situated on the the TTC line that travelled to Stations near our activation, we ensured M&M’S bars were top of mind long before consumers saw or played the game.