M&Ms modernizes classic
themes with mobile for anniversary campaign
Mars' M&M brand is
celebrating its anniversary with a bevy of mobile tactics such as live
streaming, Q&As, online voting mixed with television ads and retro
packaging for a modern take on classic pop culture.
The candy brand is celebrating
its 75 anniversary with a variety of mobile and social media offerings,
focusing on a new interpretation of the classic song Candy Man with a live
debut on periscope and tweets from the iconic Red and Yellow characters. Fans
will be able to engaged with interactive content such as download the new song,
vote for the newest product and submit questions for musicians Zedd and Aloe
Blacc on Twitter.
"Social and digital media
are the centerpiece of our 75th Anniversary campaign as the various platforms
that we leverage allow us to seamlessly engage our fans, whether they are in
New York or Nebraska, to participate in the celebration with the hashtag
#celebratewithm," said Tanya Berman, senior marketing director at
M&M’S Brand. "There is literally dozens of activities that will take
place in social media throughout the year from the opportunity to download the
reimagined Candyman song by Aloe Blacc and Zedd to following the No. 18
M&M’S Camry during NASCAR races especially during the 75th lap, with the
hashtag #mms7"
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