M&M's Lays Down a Marketing Beat

Mars Inc.'s flagship brand this week launched a new marketing campaign that mixes M&M's and music.

The new effort centers on a partnership with Incredibox, a musical beatbox game developed France-based So Far So Good. A 15-second TV spot directs consumers to a dedicated website (bitesizebeats.com) to record their own beats by running a band of M&M'S spokescandies. They're then encouraged to share their creations via social networks.

"We wanted to get fans more involved with the M&M'S brand by giving them a voice in our … TV commercials," said Tanya Berman, M&M'S Brand director. "This program, which relies on user-generated content, is just another example of how we are continuing to find new and innovative ways to connect with M&M'S fans around music."

Select consumer submissions will be featured in upcoming M&M's commercials or on the brand's social media channels.