Do not watch Game of Thrones!
Agency Almap BBDO
M&M's used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
A mobile-first strategy saw M&M's characters declare war against Game of Thrones, urging people to avoid the show and save M&M's.
The campaign increasing M&M's association with watching movies and series, and the brand's value share rose to 3.3%.