The Inner M campaign was created to deepen our relationship with consumers by inviting them to become part of our brand. It spanned all touch points, driving consumers to a fully interactive microsite, BecomeAnMM.com, where they could turn themselves into their very own M&M’s character. Upon completion, people could take their character out into the world, both online and off. To date, over 18MM unique visitors have been to the site, spending an average of 10 minutes per visit. While we did surpass Client goals, this idea became more than an advertising campaign, it became a movement.