Campaign details
Brand: M&M'sBrand owner: Mars Wrigley ConfectioneryLead agency: BBDO ChinaContributing agency: Mediacom BeijingMarket: ChinaIndustries: ConfectioneryMedia channels: Events & experiential, Online video, Packaging & design, Sponsorship - sports, Word of mouth, influencersBudget: Up to 500k
Executive summary
With the changing economic landscape in China, M&M's traditional approach was losing relevance among young consumers.
E-sports was identified as a passion point and M&M's became the first brand to tap into its fan segment. It partnered with KPL, an e-sports premier league, to create Battle for Fun....