Promotion:  M&M Promotions

Marketing Firm: Marketing Drive

Client: Mars, Inc. / M&M’s Candies

Objective:

• Raise awareness of M&M candies
• Put a friendly “face” to candy brand
• Distribute samples of new, themed candies (e.g. Star Wars M&M’s at Star Wars events)

Parameters:

• 30 events
• 1-2 staff members to dress in an M&M costume
• 1 escort per “M” (mascot)
• Characters have to be super animated, friendly and be able to be expressive without speaking
• Approximately 
• 90 Talent Staffed

Timing:

• 2 year program, total of about 30 appearances
• Program Elements:
• Complex costume handling, packing and shipping from location to location
• Public interactions, and photo opportunities
• Media events and communication with members of press 
covering events

Results:

• Greater market awareness of M&M’s at large events
• Increased sales of candies because of marketing tie-ins (Star Wars, etc.)
• Characters put smiles on people’s faces and added an element of whimsy and fun to events