The “Inner M” campaign was based on a simple idea: it asked people to become an M&M. At every consumer touch point, the call to action drove people to a fully interactive microsite where they could make themselves into an M&M’s character. It was unprecedented because it was the first time a brand generously gave consumers their trademarked assets to use however they wanted. It became more than an advertising campaign, it became a movement. Within weeks, millions of consumers and celebrities created themselves as M&M’s, proudly using the avatar as their identity, both on-line and in the real world.

The campaign reached all touch points, including print, PR, POS/POP, branded content and sponsorship to deliver a truly integrated experience. The PR campaign was set in motion by turning the Statue of Liberty into an M&M. That event became the main news story across the country. The host of Entertainment Tonight broadcasted the show as his “Inner M&M.” Some celebrities were turned into M&M’s for print ads, while others contacted the brand to request their own because they loved the idea. Consumers also created their own distribution channels by posting, blogging and creating merchandise with their M&M avatar.