May 11, 2017
New York City’s Times Square was the setting to help introduce the new M&M’s Caramel, as the iconic location was transformed into the M&M’s ARcade. The centerpiece of the experience was an augmented reality arcade that allowed consumers to play custom, specially-themed games. Utilizing the Blippar app, people could use their phone or tablet to turn static Times Square billboards into a fun, interactive arcade game, such as Caramel Cannon and Square Smasher.
Other elements of the experience included the Caramel Claw Machine, where people could win M&M’s-themed merchandise, an opportunity get their photo taken with one of the M&M’s characters, and, of course, the chance to sample M&M’s Caramel!
The previous night, M&M’s unveiled Caramel for media and key influencers in a special preview event at the M&M’s World Times Square location. Besides playing the augmented reality arcade games and the Caramel Claw, guests also could sample special caramel-themed dishes such as chicken and waffles with a caramel drizzle and enjoy signature cocktails like the Caramel Mule.
M&M’s and agency partner Weber Shandwick turned to Synergy to bring the M&M’s ARcade concept to life, including designing the look and feel of the experience and procuring and producing all elements of both the ARcade and the preview event. This is the latest of many M&M’s experiences that Synergy has created over the years, including the launch of M&M’s Pretzel and the World’s Largest Pinata.