Guests of the M&M Pop-up Voted on the Brand's Next Flavor
Ellen Smith — April 25, 2018 — Lifestyle
References: flavorvote.mms.s3-website-us-east-1.amazonaws & adweek
M&M are allowing the public to decide on what the brand's next flavor should be and to entice consumers to vote, the famed candy company set up an immersive M&M pop-up which provided each guest with all the information they needed to make an informed decision.
The social media-friendly pop-up featured numerous scenes for guests to take photos, while the various snack and drink-focused lounges provided guests with a pace to relax while sipping on some M&M-themed cocktails. However the most notable feature of the pop-up was its immersive flavor rooms, in which guests were invited to enter to contemplate which new candy iteration would get their vote. Each room embodied a different flavor which included crunchy espresso, crunchy raspberry or crunchy mint and featured decor and a fragrance which was reflective of each flavor.
Image Credit: Raquel Beauchamp via AdWeek
The social media-friendly pop-up featured numerous scenes for guests to take photos, while the various snack and drink-focused lounges provided guests with a pace to relax while sipping on some M&M-themed cocktails. However the most notable feature of the pop-up was its immersive flavor rooms, in which guests were invited to enter to contemplate which new candy iteration would get their vote. Each room embodied a different flavor which included crunchy espresso, crunchy raspberry or crunchy mint and featured decor and a fragrance which was reflective of each flavor.
Image Credit: Raquel Beauchamp via AdWeek
Trend Themes
1. Interactive Pop-ups - Disruptive innovation opportunity: Create immersive pop-up experiences that engage customers and provide opportunities for interactive decision-making.
2. Consumer Voting - Disruptive innovation opportunity: Incorporate public opinion into product development by giving consumers the power to vote on future flavors or features.
3. Immersive Flavor Rooms - Disruptive innovation opportunity: Design experiential spaces that stimulate the senses and allow customers to fully immerse themselves in the product decision-making process.
Industry Implications
1. Confectionery - Disruptive innovation opportunity: Explore interactive and immersive experiences in confectionery retail to attract and engage customers.
2. Hospitality - Disruptive innovation opportunity: Integrate interactive elements in hospitality spaces to enhance guest experiences and create memorable moments.
3. Food and Beverage - Disruptive innovation opportunity: Develop new ways to involve consumers in food and beverage product development through interactive events and voting systems.
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