With an above-the-line spot already in-market, our task was simple: get the new M&M's chocolate bars into the hands of our fans. So we created a branded game to reward anyone who approached our "sampling display". Grab a number, grab a prize.
It was fun in a bar. Literally.
Our game travelled across Canada in multiple markets, and happened to go a little viral on the way. One of our fans uploaded a TikTok of their experience, which generated 3.6 MILLION views alone. Enough to get the attention of BlogTO, who featured us on their social channels and promoted our next locations. Our fans loved it, and we were overwhelmed with requests to bring our game to a spot close to them.
To amplify our sampling, we also hit our markets with OOH adverts promoting the new M&M's chocolate bars. From billboards, to transit shelters, and even a full TTC wrap/takover, M&M's chocolate bars put Canada on notice.