M&M's: 'BETTER WITH M(TM)'

Credits & Description:

Advertiser: MARS NORTH AMERICA(R)
Agency: KIIP
Category: Products
Marketing Manager: Michelle Deignan (Mars North America)
Associate Director/Media: Shane Smith (Digitas)
Co-Founder/Creative Director: Amadeus Demarzi (Kiip)
Senior Media Planner: Christina Stocker (Digitas)
Director Of Sales: Eric Shoicket (Kiip)
Sales Planner: Nolan Lindeke (Kiip)

Brief Explanation
M&M’S® of MARS Chocolate North America and the agency approached Kiip last Fall with the exciting challenge of proving that moments are ‘Better With M(TM)’ while still showcasing the chocolatey characteristics of M&M’S®. As Kiip is a network that is focused entirely on delivering rewards to users of mobile applications in little moments of happiness, we thought this was a perfect match and were up to the challenge.Utilizing Kiip’s proprietary technology, M&M’S® was able to reward mobile gamers with gifts of virtual currency directly following the moment when an in-app achievement was made. Kiip’s algorithm was able to determine a gamer’s skill level and distribute these rewards at moments that were actually meaningful to the user. Upon reaching a new high score, for example, gamers were greeted with a Notification Bar, informing them that M&M’S® would like to send them a reward. When the gamer tapped on these notifications, they were greeted with gifts of in-game currency, courtesy of M&M’S®. The user simply had to tap a button to redeem the currency, which was automatically added to their game account. Tapping the button triggered a rich media execution in which chocolate covered the screen and this messaging was displayed: ‘Gaming is Better with M(TM)”. The user was then sent directly back to their game.So what about the results? The Notification Bar, delivered at crucial moments as a result of Kiip’s algorithm mechanics, had a click-through rate of an astounding 16.1%, while the gifts of virtual currency were redeemed at a rate of 28.6%. In all, just short of 325,000 gifts of virtual currency were distributed by Kiip and M&M’S® - in only 18 days - proving that everyday moments and gaming are ‘Better with M(TM)’.