M&Ms’ Star Wars Stunt Boosts Product Launch
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.