M&M’s — “Find Red” Digital Treasure Hunt & Social Gaming Experience
Role: Art Director / Creative Contributor—Campaign Ideation — BBDO | Proximity Worldwide
Scope: Integrated campaign concept, gamification, social & mobile activation, experiential design, platform integration
Role: Art Director / Creative Contributor—Campaign Ideation — BBDO | Proximity Worldwide
Scope: Integrated campaign concept, gamification, social & mobile activation, experiential design, platform integration
Context —
M&M’s sought to bridge a key awareness gap between two of its biggest seasonal peaks—Halloween and Christmas. To stay top-of-mind during this in-between period, the brand needed a breakthrough idea that would capture attention, drive sustained engagement, and connect with increasingly digital-first consumers.
At the same time, the launch of Google Street View in Toronto presented a unique opportunity to create something entirely new.
Challenge —
Maintain brand relevance during a low-season window between major consumption periods.
Break through in a crowded confectionery market with limited traditional media reliance.
Create a highly engaging, participatory experience that drives sustained interaction.
Integrate emerging platforms (mobile, social, location-based tech) into a cohesive campaign.
Deliver measurable reach, engagement, and earned media at scale.
Approach —
Conceptual ideation leading to the launch of “Find Red”, a first-of-its-kind digital treasure hunt built around locating the M&M’s Red character hidden inside Google Street View.
Story-driven entry point via a YouTube video, where Red is “sucked” into Street View—prompting users to begin their search on FindRed.ca.
Custom interactive microsite leveraging Google Maps API, allowing users to explore a 630 sq. km. area of Toronto.
Blended physical and digital execution by placing real-world M&M’s cutouts in locations captured by Street View—effectively “hacking” the platform without altering it digitally.
Experience included a fully integrated multi-channel clue system, including:
• Social media (Twitter, Facebook) clue drops
• Foursquare check-ins from the Red character
• QR code-enabled wild postings across Toronto
• Stickybits integration turning product UPCs into clues
Participation was incentivized with a grand prize of a branded Mercedes-Benz Smart Car, driving urgency and competition.
Creative Highlights —
Platform Innovation: First campaign to turn Google Street View into a playable branded experience.
Gamification at Scale: A city-wide scavenger hunt blending real-world exploration with digital interaction.
Integrated Ecosystem: Seamless orchestration of video, social, mobile, OOH, and web into one cohesive journey.
Physical + Digital Fusion: Real-world placements became permanent parts of a global digital platform.
Outcome —
• Generated 15.6M+ total impressions within the first 30 days.
• Achieved 8.4M PR/media impressions, driving significant earned coverage.
• Delivered exceptional engagement with 19+ minutes average time on site (4× industry benchmark).
• Produced 225,000+ social impressions/interactions across platforms.
• Drove 7M+ QR code poster views, successfully linking physical media to digital participation.
• Established a new benchmark for location-based gamification and social campaigns.
Recognition —
• 3× Cannes Lions
• Canadian Marketing Awards, Digital Marketing Awards, ADCC: Multiple wins including Gold
• New York Festivals: International recognition for innovation in digital and social media
QR Code & Mobile Experience
Print Collateral
Ideation