Documented execution · CadburyContent Creation & Participation
Worldwide Hide
A person hides a virtual egg on a map and sends someone a personal clue.
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Content Creation & Participation
M&M’S ARcade
Reference caseAn external reference for study and inspiration, not our portfolio.
Visitors scan a billboard or pack to unlock a mobile arcade experience.
BrandM&M’S
LocationUSA, New York
DateThe launch event took place on 11 May 2017.
Agency / partnerMars Chocolate North America; Blippar
How does it work?
The visitor scans the campaign pack or billboard with a phone.
The augmented-reality layer unlocks the arcade game.
Play continues on the phone.
What is it good for?
A pack or display can be the entry point to a game; the entire game need not live in the structure.
Evidence & sources
The brand announcement documents the execution and includes photographs; it gives no post-campaign sales figure.
More about the evidence and execution
Original mobile-app availability is not assumed to remain unchanged today.
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