M&M'S Game Day Strategy? Marketing Integration

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M&M'S Game Day Strategy? Marketing Integration
M&M'S Game Day Strategy? Marketing Integration

In anticipation of the Super Bowl, Mars Chocolate North America, home of M&M'S, huddled multiple channels together to kick off its “Better with M” integrated campaign.

Mars is airing a 30-second television spot during the first quarter of the Super Bowl as the center of the campaign. It's also incorporating print, digital, in-store displays, consumer promotions, PR, and social to sweeten its marketing mix.

“We've paid careful attention to each tactic to ensure our fans see consistent messaging from M&M's in 2013,” says Lauren Nodzak, PR manager of Mars Chocolate North America.

Nodzak says that M&M's had a “record year” in 2012 with the debut of the newest spokescandy, Ms. Brown. Along with having more than 7,000 Twitter followers, Ms. Brown, voiced by Vanessa Williams, has her own Pandora music station. Nodzak says that “building on that success in 2013 and beyond” has been one of the greatest campaign challenges.

“As you may remember, with Ms. Brown, our campaign was all about the fact that she's ‘not your average milk chocolate,'” Nodzak says. “This year's campaign continues to put milk chocolate at the forefront of our story, but it's all about how that irresistible chocolate makes moments better – be they watching the Super Bowl, baking, taking in your favorite movie, or enjoying your favorite holiday.”

Ms. Brown, otherwise known as the “Chief Chocolate Officer,” played a leading role in the “Better with M” first TV commercial, which first aired mid-January. In addition, BBDO New York, the advertising agency Mars worked with to unveil Ms. Brown in Mars's Super Bowl spot last year, also created this year's Super Bowl TV commercial.

In addition to TV, social is one of the more delectable components of the campaign. M&M'S U.S.A.'s four-million-plus Facebook followers can see pictures of the M&M candies brushing up on their French and reading New Orleans travel books in preparation of their Super Bowl visit. Twitter followers are also encouraged to tweet at #betterwithmms.

The candy company is also weaving a philanthropic element to its campaign by donating to Habitat for Humanity in an effort to make America “Better with M.” Mars is also encouraging M&M'S lovers to “M-Prove America” by signing up to serve as a volunteer.

While football season comes to an end this weekend, Nodzak says the “Better with M” campaign will be a year-long endeavor.

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