M&M'S CRISPY ARE BACK...
Say what you want about the Internet but the Internet gets s--t done. After nine years of empty endcaps, M&M'S announced Crispy M&M'S would make a historic comeback in January 2015 - and not as a limited edition but back like into perpetuity. From Facebook and Twitter to the 1-800# and online petitions, fans loudly demanded Crispy return. Sometimes shaking your proverbial digital fist at a company via social media works!
So just in time for Halloween 2104, we kicked off a cascade of campaigns to make sure everyone on earth and Mars (pun intended) knew Crispy M&M'S were back and that their return was all because of the fans. We began with Scottie Pippen surprising tricker-or-treaters who couldn't wait until January with in-person deliveries; we showed the lighter side of Crispy by partnering with foodie, actress and model Chrissy Teigen; gave away 1MM tastes of Crispy with Nash Grier, and opened our very own corner store where we sold nothing but gave away a ton. Oh and generated 1 billion (yep, with a B) impressions.
Revis "Corner" Store
NFLsuperstar“tackles” some of the most challenging competitors – NYC commuters and turns them into fans of M&M’S Crispy.
CRISPY LIGHTER EAT
Chrissy Teigen makes eating light look easy. Like a dog day afternoon complete with M&M'S Crispy, coming in at 180 calories per single serving pack.
NASH HAS CRISPY
Social superstar Nash Grier introduces a new generation of Gen Z consumers to Crispy – gets M&M'S trending in social (again)!
revis "Corner" Store
Don't hold it against me but I'm a Patriots fan - not a bandwagon rider. Me and Drew Bledsoe go way back. But not as far back as M&M'S Crispy which had just returned to store shelves after a nine-year hiatus. Fans issued an Amber Alert and we needed a way to let them know their beloved crispy chocolate candies were back. Like Crispy, when you see Darrelle Revis play, you're instantly a fan. They don't call him Revis Island for nothing.
So I had this quirky idea and it involved Darrelle in disguise, operating a bodega and cornering fans. Liability waivers in hand we took one of the best corners in the league and put him behind the counter of the M&M's Crispy Corner Store. And for one day, Darrelle "tackled" some of the most challenging competitors (NYC commuters) and turned them into lovers of M&M’S Crispy. Oh and even better. I designed our very own "Crispy #1 Fan" jersies.
We scored a touchdown with Revis making the rounds at top sports shows and national outlets and the video of him pranking fans going viral with 1MM+ views.
nash has crispy
Sure Crispy had a cult-like following but there was an entire generation devoid of the pleasure of having experienced Crispy M&M'S for themselves. Their parents clearly knew about the chocolate-covered, rice-crispy-like goodness but they weren't keen on sharing. So we issued a challenge to the most popular Vine star in HISTORY to give away 1MM tastes of Crispy in one day. And you're on social so you know the first rule... always respond to a challenge. Ok, I made that up but Nash Grier didn't know that because he responded and on one sunny day in New York City, surrounded by 3,000 of his closest followers - did I mention we tweeted his location two hours before the event and 3,000 people showed up - he gave away 35,000 bags of Crispy. Oh and he hugged and took a selfie with every single one of his fans. I'm not kidding EVERY FREAKING ONE!
I can't take credit for partnering with Nash BUT that's what teammates are for, right? I, am, however, responsible for flawless execution, media wrangling, and chaperoning a 17-year-old superstar who rolls with an entourage that's 3,000 deep. I love my job!