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.
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsIncreased sales of 10%
0 - 9
10 - 15
25 - 34
35 - 44
Both
ABC1
Main Shopper
Kids HH
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
GLOBALAll YearDIRECT RESPONSEPUBLIC RELATIONS
SALES PROMOTION
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