When we heard that the Google Street View camera car was coming to Toronto, Canada, and we considered M&M’s ongoing strategy, it gave us an idea.What if we placed large, red M&M’s in windows in Toronto to get them inside Google Street View?Three of the M&M’s made it in and we had created a first-of-its-kind, digital treasure hunt with hidden M&M’s inside Toronto inside Google Street View where we challenged Canadians to find them. Players who found all of the hidden M&M’s had a chance to win a red Smart car.

The purpose of this game was simply increasing awareness and interaction with the M&M’s brand.In just 30 days, this Canadian promotion got: 8.4 million PR impressions, over 7 million QR Code poster views and over 225,000 Twitter impressions. Total impressions came out to over 15.6 million.Besides the obvious buzz this game mashup generated, the most impressive result was that the average time spent on the site was over 19 minutes. That’s 4 times the industry average.

Most importantly, the game was IRRESISTIBLE FUN... just like M&M’s.