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M&M’s

GO HAZELNUTTY
AT GRAND CENTRAL STATION

CONSUMER EVENT

// CHALLENGE

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

// SOLUTION

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.

// EXECUTION

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.

// RESULTS

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.

M&M's_Hazelnut_Spread@Grand_Central_Station (627)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (669)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (352)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (128)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (127)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (126)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (83)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (65)-min
M_M_s_Hazelnut_Spread@Grand_Central_Station (31)-min
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