To prove that M&M’s are fun, especially when in front of a computer, we knew we had to come up with something unexpected in terms of online activation.We wanted to build the campaign on user interaction with the product, but it shouldn’t feel like an advertising campaign.The result was a javascript application, which transformed the entire internet into a shooting arcade game.

The campaign had no media spend. All results are created from non-budget viral effect.In its first week, the campaign generated more than 300,000 visits from more than 130 countries.

The campaign was picked up by more than 200 leading design, technology and advertising blogs.And it was tweeted more than 100 times per hour when the campaign peaked.