Mars, Disney begin joint promotion
By Derek Winkler
Candy company Mars Wrigley Canada has begun a campaign for its M&M’s brand in collaboration with The Walt Disney Company and its Marvel franchise. The effort includes a temporary installation in Toronto called the M&M’s Hero Studio. The location of the installation was revealed by a series of online clues and statues incorporating QR codes. From May 21 to 31, consumers can visit the location to sample the product and participate in a series of challenges involving the candy’s spokescharacters as superheroes. The campaign also includes social media content, in-store materials and a contest component. Until Aug. 31, consumers can enter a draw at <http://www.marscontest.ca> for the grand prize of a Disney Cruise vacation. The campaign was developed by Publicis One, with public relations, influencer relations and social media support by Middle Child.
“At Mars, our global relationship with Disney has always been rooted in a shared belief in the power of fun and creating meaningful moments of connection,” said Rankin Carroll, chief brand officer at Mars Snacking. “M&M’s and Marvel fans share a passion for characters and storytelling. This next phase of our collaboration combines the best of both brands to deliver immersive experiences, content, and new ways for fans to engage. By leading with what our consumers love, we're inspiring fun, fandom and connection in a way only our two brands can.”