Customised M&Ms
M&MS are pushing out their customisation again, with an eye on the approaching Valentine’s Day market. I’ve seen heavy rotation on TV ads plus online media.
The My M&Ms page is very utilitarian in design, very much on the e-commerce end of the spectrum. Functionality is preferred over form. The same vibe is used across the main site as well, with no movement towards presenting the brand as an experience but only giving you the information in easy to find and simply organised manner. It makes a something refreshing change.
The promotional advertising they have at the moment pushes you to the site to personalise your M&Ms as gifts; buy the one you love candy for Valentines, spiced up with your own message. You get 2 lines, 2 messages, time to be brief and to the point (or buy lots of different batches). The message is moderated - no companies, famous names, places or organisations. No swearing, no liable. The message is to keep it clean.
You can be even more extravagant with the gift boxes, although the $179 crystal bowl shown below may be a stretch for some.
All in all, i like the concept. Personalisation is big trend; once you have set up something like this a company can roll it out again and again, tying it into different yearly events. Diageo do this with Crown Royal and Johnnie Walker, pushing out their personalised labels at Fathers Day and Christmas, or wherever they can extend it to.
Personalisation can help rise buzz for your company, although hopefully not in the same way as Nike got for Jonah Peretti’s actions. It is something you have to consider before you go down this route, makign sure you have thought through the contingencies.
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POSTED IN: Buzz Marketing, User Generated Content
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