In January 2007, the M&M Brand launched the “Inner M” campaign with a 50-foot Lady Liberty “Inner M” floating down the New York Harbor. This event, along with an ad on American Idol, kicked off the official “Inner M” advertising and public relations campaign.
From a nation-wide survey taken before the campaign kick-off, Mars found out that 99.1 percent of American’s were already aware of the M&M brand. The M&M brand is even as well known as Mickey Mouse and Santa Claus.
The focus of the campaign was not so much in re-branding the M&M but reviving publicity and advertising efforts that built on the target demographics already-existing knowledge and feel-good attitude towards the brand, but increased their interaction with M&M.
Mars had to find a way to make a connection with the M&M and ‘fun.’ Planet M was created for people to invent their very own M&M character. Available at http://www.becomeanmm.com/, Planet M provides body types, eyes, arms and accessories to encourage Americans to liberate their ‘fun’ side.
“Inner M” branding efforts greatly surpassed their initial goal of reaching 60 million media outlets across the U.S. They successfully made more than 100 million impressions in the top 25 markets with 100 percent of articles delivered carrying the “Inner M” key messages.
Aside from the media publicity, the Planet M web site surpassed 3 million visitors in the first month alone, three times the monthly average. Consumers were online an average of 11 minutes creating their “Inner M” character. Sales also increased compared to January 2006.
According to post-survey results, “the campaign did drive home messages of ‘fun,” said Kopkowski.
Today, due to all the event buzz, knowledge and awareness of the campaign, “Inner M” continues to live on. Mars is always looking for ways to resonate beyond just PR and Advertising.
“As long as we see new avenues for it, we’ll keep going,” said Kopkowski.
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