M&M's Join the Hunt

Objective

M&M's launched this campaign in Canada in 2009 to drive consumer engagement and product trial for its Speck-tacular Eggs line through an innovative promotional experience combining online and offline touchpoints.

Solution

The campaign featured a multi-channel scavenger hunt where consumers discovered PIN codes hidden inside specially marked M&M's Speck-tacular Eggs packages and at online locations. Players entered accumulated codes into the campaign website, where a points-based system rewarded redemptions with instant prizes and bonus entries into draws for three major vacation getaways (New York, Las Vegas, Orlando). The higher a consumer's point accumulation, the better their odds of winning grand prizes. The digital component included deceivingly designed websites that hid virtual 'eggs,' directing consumers through an immersive web-based hunt.

Results

Not published.