M&M's / #MMSColorCommentary

In the wake of the "Super Bowl Blackout," every marketer approached the 2014 Big Game hoping for some "big viral moment." But M&M'S didn't want to wait for the lights to go out. It set out to make its own moments throughout the game. M&M'S and social content agency Weber Shandwick created "M&M'S Color Commentary," a fun and innovative way to put an "M&M'S spin" on the Super Bowl. Our team of experts, influencers and even one football icon created colorful and entertaining Vine videos that recreated action from the broadcast in real-time using irresistible M&M'S Peanut chocolate candies. The real-time Vine strategy paid off, generating almost 75 million media impressions from 621 stories in outlets like AP, Yahoo, Mashable and ESPN. The brand also leveraged social influencers to score an additional 2.3 million potential social impressions and 1.3 million potential social reach with the brand's 24 Vines.

Over 30 Stop-Motion Videos were created

#MMSColorCommentary Case Study

Production Stills

Earned Real Media

Client // M&M's
 Creative Director // Jeff Immel
Social Media Manager //  Chris  Sterns
Mars PR / Social Media Lead // Ampy Vazquez
Director // Jethro Ames

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