via Facebook Studio
We knew 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. We heard the Google Street View camera car was coming to Toronto, Canada and the rest is digital history. We created a first-of-its-kind, digital treasure hunt where we hid M&M’s inside Toronto inside Google Street View and challenged Canadians to find them. In 630 square km, we provided over 100 clues to help find 3 red M&M’s and win 1 nifty, little Smart car. For four weeks, players got clues on the website, Twitter, Facebook, Foursquare and using YouTube annotations. In the real world, there were QR code wild postings as well as package UPC codes that unlocked special clues with Stickybits.
In just 30 days, this Canadian promotion got: 8.4 million PR impressions, over 7 million QR Code poster views and over 225,000 Twitter impressions. Total impressions came out to over 15.6 million. Besides the obvious buzz this game mashup generated, the most impressive result was that the average time spent on the site was over 19 minutes. That’s 4 times the industry average. Most importantly, the game was IRRESISTIBLE FUN…just like M&M’s.