Piece #1

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Piece #1 - M&M’s Find Red


Company:
Proximity Canada
Award:
AME Gold Medallion
Brand:
Mars M&M’s
Title:
M&M’s Find Red
Country:
Canada
Competition:
Use of Discipline
Category:
Promotions Marketing

Talent Credits

  1. John Gagné - SVP, Exec Creative Director
  2. Rene Rouleau - ACD, Copywriter
  3. Ari Elkouby - ACD, Art Director
  4. Priyanka Goswami - Account Director
  5. Jeff Vermeersch - ACD, Creative Technologist
  6. Jonathan Ruby - ACD, Copywriter
  7. Collin Douma - Planner
  8. Darrin Patey - Associate Technical Director
  9. Jeffrey Da Silva - ACD, Art Director
  10. Joanne Sincich - Senior Project Manager
  11. Jesse Abrams - Account Executive
  12. Chris Perron - Account Director

Campaign Summary

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.



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