MMS ARcade: Caramel Launch
Where: Times Square, NYC
To spread the news of the new M&M'S Caramel flavor across the country, the brand aimed to drive mass awareness through a fun and interactive event in Times Square. A larger than life arcade was built out with a bunch of different activities and games for consumers to play.
One of the main focal points were XL sized arcade game styled booths, that consumers stepped INTO to play an interactive using surrounding billboards to launch an augmented reality game.
Consumers could also use their own phones to join the fun, by simply downloading a free augmented reality app and use it to scan one of the featured billboards in the heart of Times Square to escape into a totally un-square digital world.
In addition to the AR fun, there were also classic games like the CLAW to try your hand at winning M&M’s swag, a photo booth complete with walkabout characters and of course free samples!
To give media and influencers a taste of what was to come, an exclusive VIP event was held the evening before at the M&M’s World Times Square store. Game previews, photo ops and a DJ were on hand to contribute to a fun and ‘un-squared’ evening.
Stats:
2 Walk-about Characters
4 Oversized Arcade Games
15 Interactives
26,000+ Fan Participants
35,000 M&M’s sampled
392M Media Impressions
“I’ve been SO excited for this launch! The candy is great and the space is so fun you can’t help but smile.”
Creative Roles:
Creative Direction, Environmental & Graphic Design: Kelly Gayara
CASE STUDIES
Dodo Best Dog Day Ever | Netflix Stranger Things - Season 3 Fun Fair | Amazon Prime Video - Good Omens @ SXSW | MLB London Series | Stearns & Foster - Jonathan Scott Partnership | smartwater mobile tour | M&Ms Caramel Launch - ARcade | Crispin Cider - Rose Launch | Netflix - Klaus World Kindness Day | Netflix - The Witcher LA Fan Experience |