Be a Hero with M&M'S | Marvel (APAC)
Open the game- Brand
- M&M's
- Year
- 2026
- Objective
- Sales
- Industry
- Food & drink
- Agency
- SUPERFAN
Objective
Mars positioned gaming as a direct performance channel in the APAC confectionery market, aiming to drive repeat purchases by linking gameplay directly to verified retail transactions. The campaign leveraged Marvel IP to create measurable engagement moments tied to consumer buying behavior rather than passive brand awareness.
Solution
Consumers scan QR codes on M&M'S packaging or in-store displays to enter a web-based game layer (no app download required). Registration uses regional messaging platforms: WhatsApp, LINE, and KakaoTalk. Users upload purchase receipts validated by AI-powered scanning. Each verified purchase unlocks gameplay access and experience points; repeat purchases grant additional game entries. Built on SUPERFAN's game engine and audience intelligence platform. Campaign ran across eight APAC markets (Malaysia, Singapore, Thailand, Taiwan, Vietnam, South Korea, Philippines, Hong Kong) from April 1 to May 31, 2026. Prizes included Shanghai Disneyland trip, iPads, and TikTok discount vouchers.
Results
Campaign was described as 'one of the largest purchase-linked gaming activations in the APAC confectionery category.' Specific participant numbers, engagement metrics, and conversion data were not publicly disclosed.
