M&M'S:
Share-a-thon

M&M'S:
Share-a-thon

Challenge: Introduce the new M&M’s shareable duo-packs with a digital activation that gets young men excited about sharing M&M’s.

Insight: Sharing is not cool- it’s lame. Today’s youth is not surfing the net to contribute to big brand campaigns- they want to mess things up.

Idea: Leverage the destructive desire of young men to make ‘sharing’ the talk of town. We locked up two famous YouTubers in a live vending machine, hooked them to a Facebook livestream, and let them share M&M’s for as long as the Internet wanted them to. Each time someone pressed the share-button online, the M&M’s Share-a-thon was extended for 15 minutes in real life. “As long as you share, we’ll share.”

Result: We shared M&M’s for 34 hours straight - a total of 5570 duopacks. The livestream was extended by the 46,000 interactions it received. We became the talk of town, with a reach of 2.7 million.

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Selected Works

Kornuit: Made of MomentsBrand campaign

Oikocredit: AshaBrand campaign

Grolsch: Proef KarakterBrand campaign

Fitzroy: Scandal CandlesBrand campaign

Fitzroy: The sustainable navy rumProduct & Digital campaign

Doritos: VR BattleDigital Campaign

M&M: Share-A-ThonDigital Campaign

Hyundai: The drive-in closetOutdoor & Digital Campaign

BPD: Power of ContentDigital Campaign

A.Vogel: HelpsTV Campaign

FD: Not for everyoneOutdoor & Crossmedia

Quaker: Breakfast bookDigital Campaign

Teva: Sick of the gameDigital Campaign

Kornuit: CrowdcamDigital Campaign

Scotch & Soda: AirbnbCrossmedia & Digital Campaign

Park Broekhuizen: Brand identityBrand Identity & Digital Campaign

LustieProduct

Grolsch: Made with real lemon juiceDigital campaign & outdoor

Doritos: Play boldCrossmedial campaign

Reddy: Mobile appMobile app & digital campaign

KNAB: The figuresCrossmedial campaign

Oikocredit: Made in MalawiCrossmedial campaign

Knab: we work in your favourCrossmedial campaign

Doritos: Street raceCrossmedial campaign

Hyundai Veloster: The viralDigital campaign

Doritos: Jacked driving schoolCrossmedial campaign

Bacardi: Talk to the handDigital & retail campaign

Hero: So why add anything?Digital campaign