CASE STUDY: M&Ms transformed into a game of Chinese Chess
Provided by Contagious Communications Ltd.
M&Ms in Taiwan launches playful strategy that gets sales results.
What was the Challenge / Background of the Campaign?
M&M's wanted to boost sales and give people more opportunities to eat the M&M's Family Pack by creating more uses for the product.
What was the Campaign Objective?
The objectives were to increase sales by finding a new reason for families to buy M&M's Family Pack.
What was the Solution?
To use M&M's in Chinese chess, turning the chocolate into a fun, colourful game families could play together and then eat when they had finished.
What were the Results?
In the first month, sales of M&Ms Family Packs increased by 10%. The promotion also generated social media chatter, with 560 posts on Facebook and Plurk.
What were the Key Learnings of this Campaign?
M&Ms managed to find a way of automaticaly increasing the sales because once the family has played the game.. they must eat the M&Ms.
This strategy also increases the family-oriented nature of the product, bringing children and parents together through a fun activity.