M&Ms' Star Wars Stunt Boosts Product Launch - Event Marketer

M&Ms’ Star Wars Stunt Boosts Product Launch

DB_Gold_Masterfoods_2006 Ex
Brand: MASTERFOODS
Agency: EVENTAGE
Awards: EX AWARDS — BEST P.R. STUNT
Year: 2006

Masterfoods used the hype around the release of “Star Wars Episode III: Revenge of the Sith” to roll out a new line of dark chocolate M&Ms, lining up characters from the movie to unload the very first shipment of the candies.

Actors dressed as Darth Vader, C-3PO, and R2-D2 hauled boxes of the dark chocolate delights from an X-Wing Fighter parked smack in the middle of Times Square. Authentic sound effects, movie props and costumes (not to mention Anthony Daniels, the actor who played C-3PO) added to the experience. A short, scripted performance in Times Square by the characters and the M&Ms spokescandies featured authentic Lucasfilm voiceovers, and drew a big crowd.

Nearly 184 million media impressions were generated, as the event received coverage from major TV and print media outlets—including “Entertainment Tonight,” CNN, Newsweek, and USA Today.

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