Give New Yorkers a taste of M&M’s new Hazelnut Spread candy before it hits stores.

Allied Experiential designed and produced a sampling activation in the middle of Grand Central Station where consumers performed in front of judges to earn their free M&M’s Hazelnut Spread chocolate candies.

In lieu of paying for a bag of the new M&M’s Hazelnut Spread, Allied Experiential asked New Yorkers to perform for it. Consumers proved their “Hazelnuttiness” by getting on stage to sing (or shout) about their excitement for M&M’s new offering. A panel of comedians acted as judges and determined whether participants earned the exclusive first taste. After some dramatic hemming and hawing by the judges, every performer was deemed worthy.

More than  2,000 samples of the new M&M’s candy were distributed through direct interactions with guests who sang to “earn” the sample treats.