Interactive ad: M&M's: Find Red

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Colourful M&M‘s candies have lost their dear fellow, Red, In Canada and are now asking residents of this country to help spot him in the City of Toronto (its digital version). The character got into the virtual space via Proximity Canada on November 4 (the sad story of how Red jumped into the digital dimension is told in a video), and the volunteers of 13 years of age or older are challenged with a task to drag him back within a month.His friends are sending clues to the ‘rescuers’ through a range of social media channels—first 6 hints are provided in the spot, which explains the whole situation. By visiting the dedicated hub www.findred.ca, consumers can access Google Maps Street View to scour the digital city, looking for Red’s three different locations. Once Red is spotted, the lucky player pushes the button and continues the search until she or he finds all the three places. For every 30 virtual kilometers each ‘tracker’ covers on the digital map, the brand gives one new clue to find Red at the location closest at the time.