Weber Shandwick x Mars Wrigley: M&M’S Halloween Rescue Squad BOOths

Westfield, NJ & Philadelphia, PA

Challenge

Build upon the success of 2023 M&M’S Rescue Squad program with an IRL component—providing a literal direct line to M&M’S for anyone frightened of running out of candy on Halloween.

Approach

Trigger(House designed and fabricated two custom M&M’S Rescue Squad Phone BOOths, which were set up in New Jersey and Pennsylvania—two of the most rescued locations from last year. Hundreds of trick-or-treaters dialed ‘F-U-N’ on a retro phone…only to have a spooky voice answer and a phantom hand pop out, delivering the eeriesistible treats! This wholesome little jumpscare left trick-or-treaters with the ultimate ghost story.

Results

The M&M'S Rescue Squad Phone BOOths delighted over 1,000 trick-or-treaters in Westfield, NJ and Philadelphia, PA, ensuring no one’s candy supply died. Fans enjoyed a spooktacularly sweet experience. The campaign generated a massive 1.8 billion impressions across 967 placements, and was exclusively unveiled on The TODAY Show!