Great Taste And Game All In One

Objective

M&M's Taiwan sought to increase consumption and purchase frequency of their Family Pack through the 2012 campaign. The objective was to add entertainment value and create a social reason for families to buy the larger size by transforming the product itself into an interactive gaming experience rather than positioning it as a commodity snack.

Solution

The campaign converted M&M's colorful candies into playable pieces for Chinese chess (Xiangqi), with each candy color representing different game pieces. Families could play the traditional strategy game using the sweets as markers, then consume the pieces during or after play. The game mechanics were integrated into the Family Pack packaging inserts. The campaign activated on social platforms (Facebook and Plurk) to amplify the concept and encourage social sharing of the play experience.

Results

The campaign drove a 10% increase in Family Pack sales during the first month of promotion and generated 560 social media posts on Facebook and Plurk. The initiative sparked a gaming trend within Taiwanese schools and kindergartens.