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Integrated
M&M's: M&M Messages
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As one of the most iconic candy brands in entertainment, this Sunday M&M'S is making its appearance at the biggest night in Hollywood. With the campaign launching concurrent with The Oscars, M&M's will use their Messages packs to comment on what is happening throughout the show. These in-the-moment commercials will be contextually placed to feel as if they're reacting live to what's happening all through the night (similar to how brands react real-time on Twitter and other social media platforms). The total program, from pack design to campaign launch and supporting work was conceived by BBDO NY, as part of a full 360 campaign including TV, OLV, social and in store promotion.
The media buy consists of two 15-second spots airing during the red carpet pre-show, and six 15-second spots airing throughout the live broadcast. On Monday, M&M’s will extend the campaign into YouTube, with their YouTube Director Mix. With this, M&M’s created customized videos at scale tailoring M&M’s Messages to specific audiences and content. There are 55 versions total that, through the Directors Mix, will be highly-targeted to feel “customized” based on date, time of day, or popular content searched.
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