Mars M&Ms has grasped this reality and flung it into a new mobile marketing advertising campaign to drive sales for the coming holiday.
The M&M mobile ads capture attention with phrases such as, “Make every basket complete. M&M chocolates for Easter,” according to Mobile Marketer. Once they tap on the ad, users are educated on how to incorporate the candies into their Easter dessert recipes. It drives the consumer to a mobile microsite where they are greeted by the infamous M&M characters and step-by-step recipes.
The brilliance of the mobile marketing is its capability to drive on impulse. People who receive the ad when they are already out and about have it fresh in their mind that they should not only buy the candy, but they should do so because they have a recipe that they need it for; making the purchase a necessity, not just a desire.
Next to Valentines Day, Easter is the biggest chocolate buying holiday, and these ‘virtual end caps’ are a bright idea for the spring season.
What recipe will you make with the pastel M&M candies? Give in, it’s Easter.