M&Ms Transformers Online Gamification
When Transformers 2 came to Hong Kong, M&Ms was the sponsor.
Our idea was to create a game with an alternate storyline, replacing the story's 'Allspark' with an 'mSpark', thereby making M&Ms the soul of the universe, hunted and fought over between the forces of good and evil. Once registered, players needed to use Google Maps coordinates to locate the M&M, then battle it out to capture the coveted chocolate. Best times for each day's participants won tickets to the premiere screening.
Given a very tight budget and barely any ATL support, the results didn't quite match the effort. But It did reflect well on our capabilities with the Mars client, who rewarded us by giving BBDO (HK) the account permanently.
