Нестандартная реклама "M&M’s find Red", бренд: M&M`s, агентство: Proximity Canada
Название: M&M’s find Red
Агентство: Proximity Canada
Рекламодатель: Mars
Бренд: M&M`s
Страна: Канада
Сектор бизнеса: Кондитерские изделия, десерт
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| John Gagné | Proximity Canada | Executive Creative Director |
| Rene Rouleau | Proximity Canada | Associate Creative Director/Copywriter |
| Jon Ruby | Proximity Canada | Associate Creative Director/Copywriter |
| Jeffrey Da Silva | Proximity Canada | Associate Creative Director/Art Director |
| Ari Elkouby | Proximity Canada | Associate Creative Director |
| Ryan Lawrence | Proximity Canada | Copywriter |
| Darrin Patey | Proximity Canada | Associate Technical Director |
| Iftikhar Ahmed | Proximity Canada | Developer |
| Edwin Locke | Proximity Canada | Developer |
| Patrick Jordan | Proximity Canada | Information Architect |
| Chris Hutsel | Soft Citizen | Director |
| Chris Perron | BBDO Canada | Account Director |
| Priyanka Goswami | Proximity Canada | Account Director |
| Jesse Abrams | Proximity Canada | Account Coordinator |
| Shari Balga | Proximity Canada | Agency Public Relations |
Describe the brief from the client: We never received a brief for the game. 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.
Describe how the promotion developed from concept to implementation: When we heard that the Google Street View camera car was coming to Toronto, Canada, and we considered M&M`s ongoing strategy, it gave us an idea. What if we placed large, red M&M`s in windows in Toronto to get them inside Google Street View? Three of the M&M`s made it in and we had created a first-of-its-kind, digital treasure hunt with hidden M&M`s inside Toronto inside Google Street View where we challenged Canadians to find them. Players who found all of the hidden M&M`s had a chance to win a red Smart car.
Describe the success of the promotion with both client and consumer including some quantifiable results: 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.
Explain why the method of promotion was most relevant to the product or service: Considering our target spends a majority of their free time online, it`s not surprising that they found our method of engagement (regular deployment of clues) to be particularly appealing. For four weeks, players received 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.
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