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M&M's Grand Opening Event Photos
M&M's groundbreaking publicity event in December 2006 that saw dozens of brightly-painted volunteers running around the streets of Times Square in December was recognized for its creativity and its level of impact. Five new photos of the event have been located and are shared below with the source available. The photo found in the initial report was included for easy reference.
Campaign Background
- The event was developed by Breakwhite Light Thinkwell Design & Production to help M&M's celebrate its simultaneous 65th birthday and opening of its new store on Broadway.
- The concept behind the campaign was to increase publicity by spreading buzz and sensationalism based on how cold it is in New York in December and the fact that most participants were "half-naked".
- Each volunteer was colored with a "candy" color coating distributed by high-volume, low pressure spray guns. An "M" was then stamped into the chest of the volunteer, who soon joined their candy-colored companions en masse in Times Square.
- The event was awarded Best Press/Media Event by the 2007 Ex Awards.
- Mars estimates that the campaign generated over 70 million impressions due to the amount of media present and the number of passersby impacted.
