M&M'S 75th Anniversary
How do you make M&M'S 75th anniversary bigger than Oreo's 100th? Simple, you develop a campaign that's social by design and includes a rockstar duo from two different music genres - Aloe Blacc and Zedd - who put a modern twist on an iconic classic.
The year leading up to M&M'S 75th the brand made it clear that anything short of Oreo's 100th anniversary results would be an epic fail. M&M'S wanted to crash the Internet. So, partnering with BBDO (creative), Jack Morton (experiential) and Momentum (shopper), Weber Shandwick took the lead on developing a fully integrated plan that culminated in hundreds of stories placed, attendance at an exclusive event by 140 media guests and influencers, and the brand's marquee song landing on iTunes and Billboard dance charts. Take that Oreo!
In addition to an invite-only listening party in New York City where Aloe Blacc and Zedd performed live, attendees also made their way through the M&M 75th house, a pop-up community that celebrates M&M’S brand history through the Spokescandies’ eyes. It had six different spaces—one for each character. Each space was filled with that character’s most beloved moments from over the years, as well as all kinds of mementos and decor that reflected his or her unique personality and pop culture presence.