OBJECTIVE: We never received a brief for the game. But we did know that our client, Mars Canada, was always looking for new ways to drive awareness of M&M’s online by delivering the brand benefit of IRRESISTIBLE FUN to a target audience of college-age, Internet-savvy, male and female Canadians. IMPLEMENTATION: When we heard that the Google Street View camera car was coming to Toronto, Canada, and we considered M&M’s ongoing strategy, it gave us an idea. What if we placed large, red M&M’s in windows in Toronto to get them inside Google Street View? Three of the M&M’s made it in and we had created a first-of-its-kind, digital treasure hunt with hidden M&M’s inside Toronto inside Google Street View where we challenged Canadians to find them. Players who found all of the hidden M&M’s had a chance to win a red Smart car. THE RESULTS: Average time spent on the site - over 19 minutes. In just 30 days, we also got: 8.4 million PR impressions, over 7 million QR Code poster views, over 225,000 Twitter impressions. Total impressions: 15.6 million.