20,000+ players, 3 Ambassadors
With the Kraak de Smaak campaign, HeadOffice got over 20,000 M&M’s® fans in conversation with their chatbot. Out of everyone who entered into conversation with M&M® Yellow, 37.15% guessed the taste correctly. Three winners (2 Dutch-speaking, 1 French-speaking) were then chosen as M&M’s® Ambassadors. They received an M&M’s® pack with fantastic prizes each month from July to December.
The campaign ran on various online media channels such as Facebook and Instagram.
A ‘Buy & Win’ promotion followed the first wave with the chatbot. People who bought an M&M’s® Salted Caramel pack could use the on-pack barcodes to play an online jackpot and win great prizes.
“These strong figures show the power of a chatbot in a multichannel approach,” says Evi Malcorps, client service director HeadOffice
Campaign makes Salted Caramel a hit
With a broad campaign that also ran on TV, 2019 was the year of M&M’s® Salted Caramel. On top of the two communication waves on social media, HeadOffice created a lot of in-store material. The 360° communication gave M&M’s® a presence everywhere, and the limited edition turned out to be one of the most popular flavours and a real top seller.