M&M’s — “Speck-tacular” Easter Egg Hunt Digital Promotion
Role: Art Director, Interactive & Digital/Social Advertising — BBDO | Proximity Worldwide
Scope: Campaign concept, gamification, promotional platform design, CRM integration, TV and digital media integration
Role: Art Director, Interactive & Digital/Social Advertising — BBDO | Proximity Worldwide
Scope: Campaign concept, gamification, promotional platform design, CRM integration, TV and digital media integration
Context —
M&M’s faced intense competition during the Easter season, one of the busiest periods in the confectionery market. To stand out, the brand needed an experience that would not only capture attention but also drive repeat engagement and product purchase. Building on the success of previous Canadian campaigns, including 2009’s “Join The Hunt,” M&M’s sought to elevate seasonal marketing with a multi-platform digital strategy.
Challenge —
Break through a crowded seasonal market dominated by competing candy promotions.
Engage consumers over an extended three-month period, not just a one-off interaction.
Connect product purchase to participation, incentivizing consumers to buy M&M’s.
Seamlessly integrate traditional media (TV) with interactive digital experiences.
Deliver measurable engagement and sales impact.
Approach —
Launched a nationwide “Speck-tacular” Easter Egg Hunt, transforming the classic Easter activity into a digital treasure hunt.
Used PIN-and-pack mechanics, where participants entered codes from M&M’s packaging to unlock additional chances to win, directly linking gameplay to purchase.
Integrated TV, digital, and social touchpoints, including national TV spots across Canadian conventional and specialty networks to drive traffic to the interactive platform.
Designed a three-month campaign window, encouraging repeat site visits and sustained engagement.
Focused on playful, M&M’s-branded visuals and gamification elements to create a highly shareable and immersive experience.
Creative Highlights —
Digital Reinvention of a Tradition: Easter egg hunts reimagined as an online, interactive experience.
Integrated Media Strategy: Coordinated national TV, social media, and interactive digital elements.
Gamified Purchase Engagement: PIN-entry system tied directly to product purchases.
Extended Engagement Period: Three-month duration maintained brand presence and participation momentum.
Brand Personality: Fun, colourful design reinforced the playful M&M’s character and tone.
Outcome & Metrics —
• 3,000+ unique visitors per day during the campaign.
• Average site engagement of 7 minutes per user—well above industry benchmarks.
• 150,000+ PIN codes submitted, linking gameplay directly to product purchase.
• Customer demand tripled compared to the previous year.
• Sustained awareness and top-of-mind positioning during a highly competitive Easter season.
• Built on historical success: 2009’s “Join The Hunt” campaign had established M&M’s as a leader in interactive seasonal marketing in Canada, recognized in the 2009/10 Applied Arts Interactive Annual.
Recognition —
• W3 Awards — Digital Excellence
• HOW Magazine Awards — Interactive & Promotional Design
• Applied Arts Interactive Annual (2009/10) — Featured for creative innovation
