In 2016, M&M'S had acquired significant relevance in the music category with its 75th anniversary activations, specifically with millennials. In 2017 they wanted to do more, offering their fans accessibility, personalisation and fame. Given their target's love of music and strong preference for the authenticity of user-generated content, M&M'S sought to develop a platform accessible from any device that would offer each user a unique experience every time they visited.
Then, reward users with the prospect of not just being entertained, but letting their subsequent creation become entertainment for millions of others.
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
