M&M'S · The Mars Agency · 2022–2023
M&M'S Music
7.8% sales growth.
In 2022 the M&M'S Music Lounge went to Governors Ball, Bonnaroo and the iHeartRadio Music Festival, with an augmented-reality version on mobile for everyone who couldn't get a wristband. People stayed on that microsite for 2:41, 34% over benchmark.
In 2023 it became the Sweet Tour. More than 60 stops, from Stagecoach and Hangout Fest to Six Flags and the parking lots of Walmart, Kroger, H-E-B and Target, sampling Caramel Cold Brew and Peanut Butter M&M'S and recording fans' tracks for the M&M'S Mixtape. Alongside it, the Sweet Suite put nine emerging artists in front of the brand's audience.
Results
7.8%Sales growth for M&M'S across experiential and seasonal retail
7.5%Average sales lift at Sweet Tour stops, with 100M+ impressions
27%Growth in sales value from the Sweet Suite
34%Over benchmark for Music Lounge microsite dwell time
On tour
