M&M’s x MTV Movie & TV Awards360° (digital + social + linear) content strategy | digital production | influencer engagement | project management
In 2017, M&M’s challenged MTV to create and execute a co-branded marketing campaign for the upcoming release of M&M’s Caramel — M&M’s biggest product launch to date.
By utilizing Viacom’s combination of custom creative, linear reach data solutions, and social campaigns, we positioned the 2017 MTV Movie & TV Awards as the exclusive launch property to kick off a multi-platform campaign. The campaign’s 50+ pieces of content (digital, social, linear) ran over eight weeks across various Viacom properties, ultimately racking up 41.2M total impressions.
See below for campaign highlights.
Additional program elements
Partnership with social influencer Liza Koshy
The M&M’s Caramel Trivia contest held by Liza via MTV Instagram Stories activated an unprecedented volume of fans which fully engaged with the M&M’s brand for a span of 2 hours.
Snapchat ads
The 4x :15 product animation spots were reformatted as Snapchat ads, which resulted in a 38% Snapchat campaign over-delivery.
Live Post Show
The M&M’s Caramel Post Show published via Facebook Live became the 3rd most watched sponsored Facebook Live post on MTV when originally published.
This campaign is an award winner!