“Munch on Music” theme captured the essence of M&M’s brand, which is colourful chocolate fun in the event, TV music videos, website and magazine write-ups. Sponsorship event brought college students together in social fun, TV music video enhanced the brand and sponsorship message, website reinforced the brand presence throughout the sponsorship with call-to-action and consumer promotion activity information and student magazine write-ups covered the entire sponsorship event details from pre to post event.

The buzz at the college campus was huge with everyone munching on M&M’s and their favourite music band. Sales increased. Major newspaper covered the event and it was featured more than twice in the entertainment section.