M&M'S ARcade (Unsquare Caramel)
Open the game- Brand
- M&M's
- Year
- 2017
- Objective
- Product launch
- Industry
- Food & drink
- Mechanic
- AR
- Agency
- Blippar
Objective
Launch M&M's new Caramel flavor as a rebellious, 'unsquared' character within the brand's candy universe. The campaign sought to generate buzz and retail awareness through an experiential augmented reality activation that maximized visibility in Times Square—a major media and consumer touchpoint—while extending national reach through mobile technology.
Solution
A multi-phase campaign titled 'Unsquare Caramel' peaked with a May 11, 2017 Times Square takeover. Users downloaded the free Blippar AR app (iOS/Android) and scanned iconic billboards or M&M's Caramel packaging to unlock three retro-styled arcade mini-games (Caramel Cannon, Caramel Crawl, Square Smash). The physical event offered free product sampling and on-site prizes. The AR experience was subsequently made available nationwide through Blippar for the remainder of 2017, extending access beyond the launch day activation.
Results
The campaign generated 392 million traditional media and social media impressions. The Times Square event drew 26,000+ consumers and passersby. Influencers posted 20+ times using the #UnsquareCaramel hashtag.
