M&M'S Take Home the Fun

Objective

M&M's sought to drive confectionery sales and deepen brand engagement with consumers through an interactive digital experience. The campaign aimed to create a high-participation activation that would motivate repeat purchases and foster brand affinity during the 6-week promotional period.

Solution

A marker-less mobile AR piñata game built in Unity 3D that invited players to tap and strike a virtual M&M's piñata to accumulate points and compete on leaderboards. Scanned product barcodes from physical M&M's packages unlocked additional plays, directly linking in-store purchases to continued digital engagement. The leaderboard system offered $20,000 in prizes to incentivize repeated interaction across the 6-week run.

Results

The campaign generated 12,000 play sessions with 49,000 piñatas broken and 521,000 total piñata hits recorded. Barcode scanning drove 6,600 redemptions, demonstrating direct conversion between physical product purchases and digital participation. The $20,000 prize pool completed the engagement loop across the campaign duration.