Jeena van der Heul | M&M’s – Crunchycoins
1919
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CLIENT: M&M’s
TYPE OF WORK: MOBILE GAME
INDUSTRY: CANDY

Challenge

Develop a refreshing brand activation for the launch of M&M’s new and special edition: Crunchy Caramel..

Idea

Cryptocurrency is all people talk about nowadays. So, we decided to develop our own: the only type of currency out there that this special edition can be bought with. We’re introducing an entirely new cryptocurrency: the M&M’s Crunchycoin. The special edition flavor can only be purchased with this new crypto. People can mine coins through Facebook, Instagram and a gamified platform on the activation website. The Crunchycoins are stored in a personal wallet and can be exchanged online.

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The campaign reached over 2.9 million people (56% more than the goal for reach!)

It generated more than 1.9 million video views, 74.863 link clicks and more than 48.104 interactions (likes, comments and shares).