M&M's: Battle for Fun

Chocolate snack M&M's targeted e-sports fans in China with an interactive campaign to increase penetration and sales among 18- to 34-year-olds.

Campaign details

Brand: M&M'sBrand owner: Mars Wrigley ConfectioneryLead agency: BBDO ChinaContributing agency: Mediacom BeijingMarket: ChinaIndustries: ConfectioneryMedia channels: Events & experiential, Online video, Packaging & design, Sponsorship - sports, Word of mouth, influencersBudget: Up to 500k

Executive summary

With the changing economic landscape in China, M&M's traditional approach was losing relevance among young consumers.

E-sports was identified as a passion point and M&M's became the first brand to tap into its fan segment. It partnered with KPL, an e-sports premier league, to create Battle for Fun....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands