The branded gates provided an attractive and new platform for Red and Yellow, M&Ms' main characters. To keep the execution dynamic over a time period of 6 months they changed their position on the gates, sometimes standing on it and sometime hanging from it. Stopping before the gates to retrieve the ticket gives the driver plenty of time to see the brand and the characters and to establish the link to the movies.

A survey team asked 282 people if they could remember ads after entering the car park. 70% could remember the execution and brand. Only 10% needed a product prompt. Most of those interviewed perceived the M&M gates as likeable (74,3%). This is an outstanding result for non-traditional media!