M&M’S and Ring have announced a new partnership in the UK to provide consumers with a way to trick trick-or-treaters this year in a cheeky, candy-themed way.
The partnership is seeing Ring customers able to set their Video Doorbell to greet visits with a variety of Quick Replies in the guise of the Red M&M. This will see the character encouraging trick-or-treaters to perform challenges that can be rewarded with a treat on Halloween night. The partnership was instigated by The And Partnership creative agency with booking done by Essence Mediacom and Ketchum providing PR support.
Head of Halloween Fun at Mars Wrigley Sophia Padt spoke on the M&M’S and Ring partnership saying, "We’re thrilled to partner with Ring to celebrate the playful spirit of Halloween. By adding that fun M&M’S touch to Ring Video Doorbells, we hope to encourage more people to get involved with trick-or-treating traditions whilst creating some entertaining memories along the way."
Candy-Themed Doorbell Promotions
M&M’S and Ring Partnered to Provide Tricks to Trick-or-Treaters
Trend Themes
1. Interactive Advertising - Blending technology with traditional holiday activities, this partnership transforms doorbells into interactive brand touchpoints.
2. Gamified Marketing - Turning simple doorbell interactions into playful challenges revolutionizes customer engagement through gamification.
3. Smart Home Holiday Experiences - Integrating thematic content into smart home devices offers unique seasonal experiences that could become a new holiday norm.
Industry Implications
1. Confectionery - Candy brands like M&M’S are exploring innovative digital partnerships to create memorable holiday experiences.
2. Smart Home Technology - Smart home device companies exemplify new ways to interact with users by incorporating festive, branded content.
3. Digital Marketing - The digital marketing landscape is evolving with creative campaigns that merge physical interactions with digital engagement.