To support a worldwide M&M’s® activation ENGAGE BBDO was asked to Pre Hype the unpredictable M&M’s® M-BALL online.

1. M&M’s® M-BALL
Social Media Activation

2. Agenda
1. Briefing & objectives
2. Conversation strategy
3. Activation summary
4. Community plan
5. Impact analysis

3. Briefing & objectives

4. Briefing & objectives
Activate, broaden & engage the existing online M&M’s® communities
by introducing a Belgian limited edition during the World Cup soccer
2010
1. Pre-Hype the unpredictable M-BALL
2. Generate support for M&M’s® The Match
3. Start conversations with our fans

5. Conversation strategy

6. How are we going to engage
9.000 Facebook fans,13.000
Netlog fans and Pre-Hype the
M-BALL?

7. We will identify & involve
M&M’s® High-Influencers

8. Famous people
Bloggers
Social
community
Social community
friends

9. After an extensive exercise, we
managed to involve the following
high-influencers

10. After an extensive exercise, we
managed to involve the following
high-influencers
RSC Anderlecht
Marijke Pinoy
Lucas van den Eynde Joke van de Velde
Romelu Lukaku
Ronny Mosuse
Kim Gevaert
Véronique De Kock
Gabriël Rios
Bent Van Looy
Sean Dhondt
Vincent Kompany
Jacques Mercier
Standard de Liège

11. In order to truly and effectively engage with
our M&M’s® audience, we had to
understand the behavior and
categorization of our fan base. By doing
so, we could better define our
conversation strategy

12. Curating
Producing
Commenting
Sharing
Watching
Source: Global Web Index Wave 2 (January 2010) – numbers of The Netherlands
35%
53%
72%
18%
1% These High-Influencers
will engage the passive
base, who forms the
largest part of your
community population
What kind of audience are our M&M’s® fans?
Tailor-made content will
be created to engage
the lower base

13. Watchers: make out 72% of our
audience
Who are they?
Content consumers who are seeking information in order to make
decisions or learn from peers, or purely seeking entertainment
How can we activate them?
By creating relevant content that matches their needs and which is
based on their existing habits (what worked in past campaigns, what
not, … ?)

14. Sharing (53%) & Commenters (35%)
Who are they?
Individuals who actively update their status on social sites and
upload/forward photos, videos, articles, etc. This behavior earns
relevance and also demonstrates knowledge and awareness
They respond to content created by Producers. Even though they do
not actively create and distribute original social objects, their activity
is still influential to those around them
How can we activate them?
By creating intriguing, fun content upon which they can react. Content
which is easy shareable and exclusive

15. By using the learnings out of the
above exercise, we were able
to define our activation
approach

16. Activation approach

17. Activation Approach
1.Tease the community
Create buzz around the unpredictable M-BALL by pre-hyping
2. Involve Belgian Personalities
Belgian Personalities will sign the M-BALL & create exclusive content
3. Sell the M-BALLS on eBay for SOS Kinderdorpen
Signed M-BALLS will be sold on eBay for SOS Kinderdorpen
4. Get your own exclusive M-BALL
M-BALL will be available in stores with purchase of 3 M&M’s pouches &
community will be pushed to collect them all

18. Community plan

19. Our activation was focused on
two key central Social
Platforms, each with its
specific audience

22. Reaching out to the community
Before launching the actual M&M’s® Activation Campaign, we
launched a big Pre-Hyping phase around the M-BALL
Goal
Making the M-BALL the most desired item out there during the World
Cup period

23. M-BALL teasing phase
Exclusive tips were given about the new mysterious M&M’s® object

24. M-BALL teasing phase
Micro fragments of the M-BALL were posted as a teaser

25. M-BALL teasing phase
In the meantime fans could cast their vote on a poll and discuss

26. M-BALL revealment phase
After 1 week of Pre-Hyping, the M-BALL was revealed on the Social
Networks. The community started to react intensively
!

27. M-BALL Community Engagement
Each week a different mini story was made up to trigger the community
and help Yellow & Red retreive their lost M-BALL
Vote on the correct answer

28. M-BALL Community Engagement
At the end of each week, Red & Yellow revealed who found their M-
BALLS and posted the results (photos and videos) on the Social
Networks

29. Involve Belgian Personalities
Each Belgian Personality made a movie with the M-BALL. These
videos quickly became very popular on the different Social Networks
http://www.youtube.com/watch?v=UhK3Y1pwnC0 http://www.youtube.com/watch?v=NBcJutoxKlA

30. Keep nurturing your community
In between different key activation moments, the community could
participate at a fun photo game, in which they had to guess where
the M-BALL was

31. Exclusive content: pre-air TV Spot
During the campaign we decided to give our different communities an
exclusive avant-premiere of the new M&M’s® TV Spot
• Phase 1: posting pictures of the making of
• Phase 2: the actual video was uploaded online

32. M-BALL TV Spot
We received a lot of positive feedback on the new M&M’s® TV Spot
and the community felt honored they were shown the video in avant
première
http://www.youtube.com/watch?v=_xQCB4OO45A

33. M-BALL in store
As soon as the M-BALL was available in store, we activated the
community to collect them all

34. M-BALL & the Good Cause SOS
Kinderdorpen
All exclusive signed M-BALLS were put on eBay. All the profits were for
SOS Kinderdorpen

35. Available M-BALLS

36. Available M-BALLS

37. Available M-BALLS

38. Available M-BALLS

39. In total
€ 1.060
was collected !

40. Belgian Personalities made promotion for
the eBay auction on their own personal
online networks

41. Reach out to the Belgian Blogosphere
Our Belgian Personalities challenged some of the biggest bloggers in
Belgium to help them sell their M-BALL on eBay for the good cause
These bloggers were surprised and instantly started writing about it on
Twitter, Facebook, their blog. Other bloggers picked up the story
and started to spread it to their own network (twitter, facebook, …)
http://www.youtube.com/watch?v=GgPKEESUUrc

42. Reach out to the Belgian Blogosphere

43. Reach out to the Belgian Blogosphere

44. Reach out to the Belgian Blogosphere
A lot of blogs covered the M&M’s eBay auction story & the action
generated a lot of free PR because of this
Banners were also made to put on eBay & on the blogs to ensure
enough traffic towards the auction
eBay banner

45. M&M’s® The Match
Finally when the game really
kicked off, we activated the
community to take part via
triggering blog posts &
shouts

46. Listen to your community
Engage in to a dialogue with them & let them experience you are there
for them

47. Echo’s in the community

48. Impact analysis

49. Social media summary
Facebook
3.979 new friends
409 Unique visitors
972 % Conversion
3.560 Total visitors
Netlog
528 new friends
3.460 Unique visitors
15 % Conversion
8.522 Total visitors
9.081 friends upon start 13.310 friends upon start

50. Netlog stats - general
13.838 friends (+528) vs 12.381 now (!)
52.172 unique visitors (+ 3.460)
76.211 visitors (+ 8.522)
1.178 skin takeovers (viral!)
750.590 user skin views
29 video takeovers
128 photo takeovers
1473 poll votes
283 guestbook comments
426 Blog, video & photo comments
3.432 total video views (16 videos)

51. Netlog stats – friends details
NL statistics FR statistics

52. Facebook stats - general
13.060 fans (+ 3.979)
15.908 page views (+ 3.560 )
7.516 unique page views (+ 409)
2.253 pictures watched
1.528 videos watched
915 interactions in total (viral!)
554 Likes
298 Reactions
63 Wall messages

53. Facebook stats - interaction details
Continuous (inter)activity
during our activation period
Pre Hyping & Teasing prooved
to be successful & generated
the most page visits

54. Facebook stats - interaction details
Most popular activity periods
could be identified
Pre Hyping pics, eBay push &
in between the photo
animations were successfull
Famous Belgian videos, TV
spot premiere, eBay videos &
M&M’s The Game push were
the most successfull videos
eBay&instore
eBay
TVspot
TheMatch
VDC
RSCA
PG
PG
Revealment
Tips&teasing
Makingof
PG
eBay (BVs) & M&M’s The Match
Teasing & Pre Hype
In-store & The Match

55. Facebook stats - fan details
55
Significant increase in number
of fans during the activation
period
Important campaign elements
brought forth a huge increase
in new fans
Teasing & Pre Hype
eBay (BVs) & M&M’s The Match (blogs !)
TheMatch

56. Impact exercise M&M’s M-BALL
M&M’s ‘M-BALL’ Impact exercise (contacts)
Medium Impressions/Pgviews Contacts
Netlog Page views 8.522 3.460
Netlog Skin Views 750.590 1.178
Facebook Page Views 3.560 409
Seeding / Blogs / Video 97.877 50.609
Influencers 535.519 125.235
TOTAL 1.396.068 180.891

57. Impact exercise M&M’s M-BALL
M&M’s ‘M-BALL’ Impact exercise (interactions)
Medium Impressions Unique interactions
Netlog Interactions 65.460 2.182
Facebook Interactions 27.450 915
TOTAL 92.910 3.097

58. Thank you!