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M&M's Find Red

Award: Wood Pencil

Wood Pencil / Branding / Digital Brand Expression / 2011

When we heard the Google Street View camera car was coming to Toronto, we had an idea. What if we hid large M&M’s inside Google Street View and challenged Canadians to find them? The result was a first-of-its-kind, multi-channel, digital treasure hunt. For four weeks, players could track down the missing candies through clues from the website, Twitter, Facebook, YouTube, Foursquare, Stickybits and QR code posters. In 630 square km, we provided over 100 clues to help players find three red M&M’s and win one nifty little Smart car.

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