Experiential:
Partnered with Live Nation to launch the first festival activation, featuring a structure with photo ops, sampling, merch, whiteboards, and seating—giving festivalgoers space to relax, connect, and have fun.

Shopper:
Extended the program across major retailers, creating a consistent look and feel while tailoring to individual retailer needs.

Digital / Social:
Launched the AR Lounge, a mobile-only experience accessible via mms.com or QR codes, generating over 144,000 sweepstakes entries for a chance to win a trip to any Live Nation festival worldwide.

Experiential:
Redesigned the structure to expand beyond festivals, touring retailer parking lots and bringing the music festival experience to shoppers.

Shopper:
Activated at 60+ retailer partners nationwide, where shoppers engaged with the M&M’S mascot, mixed tracks on the Mixtape Machine, and received samples, swag, and coupons.

Digital / Social:
Teamed up with nine underrepresented artists for limited-edition M&M’S Sweet Suite content and launched M&M’S Mixtape, enabling fans to create and share their own tracks.

Experiential:
We had two structures this year—a larger, more impactful build for festivals and a mobile version for retail pop-ups.

Shopper:
We expanded the 2nd-year tour with more retailer participation, adding extra stops and days at Six Flags and Disney Springs.

Digital / Social:
We partnered with influencers to capture and share live festival content.

Credit: Jessica Scott, Senior Art Director / Sarah Black, Copy Writer