Our goal was to develop a national program that would leverage M&M’s Chocolate & Playstation’s Uncharted 4 leading up to the summer months. This was an integrated program that required an in-store focus given the proven sales lift with M&M’s being on display. Focusing on the casual gamer, our goal was to have them choose M&M’s as their snack of choice while gaming. To do this we would have to create a ritual around the occasion that links and enhances the experience to reward behaviour.
M&M’s are the low maintenance snack gamers can enjoy without disengaging from their game. No hand wiping required. Based on their established relationship with consumers in other entertainment avenues such as movies, gaming was the next opportunity to explore and a natural partner for the candy-coated chocolates. This lead us to create 2 concepts that could build into long-term platforms.
Project
M&M’s & Playstation Partnership
Client
M&M’s & Playstation
What I Did
Concept Brainstorming, Lead Design, Concept Rollout, Social Developement
Create Long-lasting Appeal
And Instant Connection
To Each Brand Respectively
To create a true partnership between Playstation and M&M’s Chocolate, we had to first create a ritual around the occasion that links and enhances the experience of gaming to reward the player’s behaviour. To do this we had to reach a broad target market by implementing the following:
Start With A Catchy Name
Game on with M, is about unwavering gaming fun. Intending to have a double meaning of start playing and keep playing.
Create A Persuasive Story
Compelling program that will drive traffic in-store (supported by media) and disrupt consumers with displays and creative.
Keepin’ It Simple
Consumers benefit from the simplicity of the promotions with the value of the gaming/entertainment focused prizing. Low investment, high value.
Amplify Through Digital
Through social channels we can drive to microsite, speak to the gaming platform, amplify program, & display the partnership.
Concept 1
The Hunt Is On
The M&M’s characters are off on their treasure hunting adventure and only you can tell them where to search. Find the PIN codes and unlock the coordinates of the hidden treasure. Find them all, and get a shot at the treasure of a lifetime.
How it works
In-Store
Ask consumers to join the hunt. Find the PIN on pack and enter it online to be entered for a chance to win a trip.
Microsite
Consumers will enter their PIN to unlock coordinates and fill in their digital maps online.
Incentive Driven
Every PIN is a chance to win. When the full map is revealed (6 PINs), consumers are entered to win the grand prize.
Social Footprint
Drives to microsite, speaks to the gaming platform, clues to hidden PINs and game trivia, & display the partnership.
Concept 2
Get In The Game
Drake has Sully in Uncharted 4: A Thief’s End, who will you choose as your treasure hunting team mate? Choose an M&M’s ally to help you find gaming greatness. With epic prizes that bring the Uncharted world to life, get ready for treasure hunting action!
How it works
In-Store
Uncharted packaging, M&M’s packs, campaign displays and headers will promote PINs on pack and drive consumers to the microsite.
Microsite
Enter in pin to choose Red or Yellow and their grand prize option. Every PIN is an entry to the grand prize and chance to win secondary prize.
Playstation Channels
PS blog and social, will promote relevant content driving to the microsite and speak to the M&M’s unique personalities.
Social Footprint
Drives to microsite, speaks to the gaming platform, build on the characters’ unique personalities, & display the partnership.
Extending the story on social
We had developed social content to not only extend the partnership between M&M’s and Playstation, but to enhance the experience of the program for the consumer. Here we would drive people to the microsite, speak to the gaming platform, and show exclusive program content only found on social.
Starting the conversation
from in-store to household
Creating custom pouch packaging would expand our reach to a much broader target market. Communication in store would focus on the promotion with a heavy emphasis on prizing.
