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M&M's turns Times Square into an interactive 'ARcade' for new flavor – 05/12/2017

Mars' M&M's brand transformed Times Square into an interactive augmented reality (AR) arcade — or "ARcade" — as part of the launch of a campaign for its new Caramel chocolate candy, according to a company news release.

AR-driven marketing continues to pick up traction after the early successes of Pokemon Go, and the latest M&M's effort spotlights the technology's ability to bridge real-world and digital activations to create fun, flashy brand experiences.

Setting up the retro-flavored ARcade in a touristy, traffic heavy spot like Times Square should ensure a lot of engagement and airtime for the new Caramel spokescandy, voiced by the actor and comedian David Cross in 15- and 30-second video spots.

Date of Publication: 05/12/2017
Source: Mobile Marketer
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