Candy giant Mars is running a mobile advertising campaign for its M&Ms brand to increase awareness and sales leading up to Easter.
The M&M mobile ads let users learn about how to incorporate M&Ms products into their Easter dessert recipes. The ad campaign involves mobile banner ads and sponsorship within the Today Show iPhone application.
“Easter is one of the biggest holidays during which candy is consumed,” said Simon Buckingham, CEO of Appitalism, New York.
“A lot of candy consumption is based on impulse purchases, so mobile ads are a great way to connect consumers who are out and about shopping with stores that are selling M&Ms candies,” he said.
Mr. Buckingham is not affiliated with M&Ms. He commented based on his expertise on the subject.
M&Ms did not respond to press inquiries.
M&Ms is a product of Mars Chocolate, which also includes the Dove, Snickers, Milky Way, Galaxy and Twix brands.
The mobile banner ad reads, “Make every basket complete. M&Ms chocolates for Easter.”
When users tap on the ad, they are taken to a mobile microsite that features the brand’s famous red and yellow candy characters.
The M&Ms mobile site