Challenge: Develop a refreshing brand activation for the launch of M&M’s new and special edition: Crunchy Caramel.

Insight: Cryptocurrency is all people talk about nowadays. So, we decided to develop our own: the only type of currency out there that this special edition can be bought with.

Idea: We’re introducing an entirely new cryptocurrency: the M&M’s Crunchycoin. The special edition flavor can only be purchased with this new crypto. People can mine coins through Facebook, Instagram and a gamified platform on the activation website. The Crunchycoins are stored in a personal wallet and can be exchanged online.