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Remix With M

基本信息
行业: 食品
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
For M&M’S 75th anniversary, the brand wanted to engage a younger audience by reimagining its rich 75-year history in a way that would engage them.
Campaign Description
Remix With M is an augmented reality web app where fans can remix music using real M&M’S. Specifically, M&M’S new brand anthem, “Candyman.” Users simply place real M&M’S on a flat surface and hold their mobile device above them. The web app accesses the device’s camera and registers the six signature colors of M&M’S. Each color plays an instrument of the song, and the patterns of the instruments change based on where they move the M&M’S onstage. After they can’t take it anymore and break down and eat the M&M’S, users can name their original mix and share it to the remix gallery and their social media.
Strategy
M&M’S has been one of the number one chocolate brands in the world for 75 years. But the brand has lost touch with a key demographic: millennials. For their 75th anniversary, they wanted to find a way to revamp their brand of entertainment and fun in unexpected ways – ways that would catch millennials’ attention while reigniting older generations’ love for the iconic brand. So when we dug into M&M’S past and found a rich piece of brand history – “The Candy Man” song – we reimagined it, evoking nostalgia for lifelong fans and capturing millennials’ ears. But we needed to engage millennials and find a way for them to make the brand their own. So we created a platform that allowed fans to create and share their own original content from Candyman using actual M&M’S: Remix With M.
Execution
After four months of development, we launched the Remix With M platform in conjunction with the new Candyman song and music video. Calls to action to “Remix with M” were featured throughout the music video, inviting fans to engage further with the song. The platform – where fans are given the stems of the song to remix it however they want using M&M’S candies – was accessible via web browser on any device. As the song gained momentum, visits to the platform increased. Fans shared their remixes to social media, driving more curious fans to the platform.
Outcome
In just one month, over 3,000 original remixes were created, totaling more than 7,500 minutes. Over 2,000 remixes were shared on social media. Visitors spent an average of more than five minutes on the Remix With M platform – a 250% increase in time spent on any M&M’S site ever. And M&M’S became a favorable topic of conversation among an audience it never had before.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
设计:
客户企划:
制片:
其他职位:Account Team: Kirsten Flanik
Talent Aquisition: Brad Sheehan
Agency Producer: Sho Matsuzaki
Executive Producer: Brook Downton
Executive Interactive Producer; Eric Berg
Creative Technologist: Jason Merenda
Executive Music Producer: Melissa Chester
Creative Technologist: Bear Collins
奖项
戛纳国际创意节 2016
入围 移动应用
Augmented Mobile Experience
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