Unlocking an innovative new media channel at the heart of consumers homes
Insight
Halloween in the UK has become an increasingly crowded market and competitive space, with brands vying for attention in a whirlwind of spooky-themed promotions and campaigns. To cut through the noise and stand out, we needed to place M&M’s at the centre of the Halloween experience.
Idea
The much-loved tradition of Trick-or-Treating has always been at the heart of Halloween fun, and with the rise of smart doorbells, the modern doorstep remains an untapped opportunity for brands to create engaging experiences that surprises and captivate.
Execution
M&Ms beloved spokescandies popped up where no one expected yet everyone noticed – on Ring Doorbell’s nationwide. Using Ring’s automatic response feature, our iconic characters flipped the script on trick-or-treaters with a range of mischievous audio challenges, daring them to earn their treats by performing hilarious tricks, like busting out their best “Frankenstein Floss”.
With this unexpected doorstep takeover, M&M’s successfully hijacked Halloween, proving that even the humblest of platform – like a doorbell – can become a stage for laughs, surprises, and a little candy-fuelled mischief.
- 113m
- impressions
- 14.6m
- video views
- 1m
- doorbell interactions
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M&M's x Ring Doorbell
With this unexpected doorstep takeover, M&M’s successfully hijacked Halloween, proving that even the humblest of platforms – like a doorbell – can become a stage for laughs, surprises, and a little candy-fuelled mischief.
