The goal was to promote their branded M&M’s for every NFL team in creative ways, but before launching their idea across every franchise, M&M’s wanted to test their team-branded tailgate packs on Packers fans. They needed a local marketing team with a pulse on the community and a connection to the fans to conduct their market research.
Envano was the perfect fit. An incredible product paired with our expertise made for a dynamic duo! We knew we needed a creative approach and to work fast. Envano was eager to tackle the challenge.
Envano decided on a dual-sided approach reaching across the physical and digital divide to create engagement.
Our team fanned out across Green Bay, hitting hotspots like Festival Foods, Hinterland Brewery, and Lambeau Field. We created feather flags and invited the green and yellow M&M's mascots to join us in drawing attention to our booth so the fans could find us. We wanted to create buzz and give people a taste of the green and gold!
M&M's wanted to connect with customers digitally by providing an interactive mobile experience. Located on each unique box of M&M's was a QR code sending customers to a fan landing page. The page featured an augmented reality camera, digital stickers, and fun Packers and M&M’s statistics, creating a multidimensional product for their customers.
The market test results were a success; fans loved the Packers branded packs.
We distributed a full palette worth of product (thousands of sample packs), helped them collect relevant market data, and exceeded expectations on specialized sales.
We even convinced a few Bears fans to enjoy the Packers-colored chocolates! The client team was thrilled with our performance, and we had a lot of fun doing it!