The iconic Mars product line of M&M’s candy has a highly recognizable brand associated with it. Everyone knows the candy shape, the specific candy colors and even the brand mascots. All of these recognizable and trustworthy aspects have created a consistent loyal consumer base. Because of this status, M&M’s has become one of the biggest chocolate candy choices among individuals. This year, the people behind M&M’s decided to give back to its consumers and the general public. Based off of their brand of fun, they created a secret pop-up series called “M&M’s Spotlight.” These free events are a series of surprise concerts connecting fans to spontaneous moments of fun. The first one of the series was held in New York with the popular radio band, DNCE. The second one was held here in Chicago with none other than Carly Rae Jepsen. With Carly being one of my favorite pop artists, I knew I had to go and check out the event.
I first found out about the event via social media. Both the M&M’s USA and the official Carly Rae Jepsen Facebook pages posted videos about it. This prompted for people to RSVP to keep it a free but exclusive event. This wasn’t the only instance where M&M’s were smart with their use of social media and engaging the consumer. As a way to add even more spontaneous fun to the mix, the M&M’s USA Instagram account posted multiple clues to an undisclosed location for a chance to win VIP tickets (which ended up being a surprise meet and greet with the artist). The event also did a Facebook Live Q&A with Carly Rae Jepsen to interact and answer fan questions online. I was surprised how much engagement and interaction they were doing leading up to the event.
The actual concert event itself was held in a small venue in the Wicker Park neighborhood of Chicago. The whole branding of the venue was extremely impressive. The entire venue space was completely revamped for the event. There was M&M décor and branding throughout. The exterior windows were covered in vinyl clings. Immediately inside were photo booths with backdrops and spotlights. Next to the actual bar was a “candy bar” which had many packages of different flavor M&M’s for people to take and eat during the event. They even had M&M vendors walking around with giant boxes handing out packs of candy as giveaways. The branding went as far as including balloons that were released during the last song of the performance that were the same color and shape as the candies.
Not only was this night a great concert experience seeing one of my favorite artists, but also it was an immersive experience into the branding of M&M’s. This event really pampered the customers and provided an unforgettable experience that will leave a positive impression on the M&M brand. I was impressed that they provided a free event at this caliber.
Free concert. Free candy. Free fun.
M&M’s showed how a company should appreciate their customers in the right way and I hope they continue with this series of spontaneous fun in the future.