L90 and Hollywood.com Unveil M&M's Eye Candy TheatreLos Angeles-based online advertising and direct marketing solutions firm L90 and Hollywood.com yesterday launched the M&M's Eye Candy Theatre. The theatre combines interactive user polls and a sweepstakes feature. Located in the multimedia area of hollywood.com, an entertainment site, the Theatre is an effort to build brand awareness for M&M's and the M&M's characters.
According to Lauren Kay, vice president of marketing at L90, the sweepstakes element of the campaign was used to promote the M&M's brand to theater-goers. The sweepstakes offers a chance to win two tickets to local movie theaters. The entry form asks participants for demographic information and asks movie-related questions such as participants favorite actor/actress and how often participants go to the movies.
Hollywood.com plans to promote the Theatre through tiles on its homepage, promotional banners, text links and via its e-mail newsletter.