By using the Ancestry.com integration, the campaign was able to use a more adult inflection on the brand via the attributes and the audience of ancestry.com. By becoming part of the Ancestry.com advertising campaign we were able to create more enjoyable human character moments for the M&M’s characters. This gave people permission to engage in the forthcoming promotional activity.

The integration with Ancestry.com allowed us to generate engagement prior to the Above The Line launch. This helped us to sustain an ongoing conversation with our fans for a longer period than the traditional 4 week Above The Line promotional period.

Total competition entries for the promotion increased by 69.4% on the next most successful promotion, while site visits throughout the campaign period increased by 202.8% over the next most successful campaign.