By Vikram Bhalla, founder and director, Vivify Asia
Why the campaign rocks:
The success of M&M’s ARcade campaign can be attributed to several key factors. Firstly, its simplistic participation model played a crucial role, as a single click provided easy access to a novel experience. This fostered broad participation. Additionally, the incorporation of retro arcade games in the campaign tapped into a powerful nostalgia factor.
The strategic choice of Times Square as the campaign’s location was a pivotal element. Its high energy and shareability provided a solid foundation. Transforming ordinary billboards into interactive vintage arcade games created a truly transformative experience, generating a sense of awe. The utilisation of immersive augmented reality further enhanced the campaign’s interactivity. It also ensured that success was not just confined to the physical location.
#UnsquareCaramel, M&M’s hashtag, generated over 2,200 mentions on X and was able to create more than 6 million earned social impressions. Its earned media outreach generated more than 147 million impressions. The campaign also helped in data collection of valuable consumers for retargeting.
- Campaign: M&M’s ARcade
- Brand: M&M’s
- Agency: BBDO New York