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 micro site 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.

Over 18 million people have visited the site, and almost 4 million M&M’s characters have been made in the US alone. It created a new line of custom-made merchandise and revenue. It also helped launch the Dark Chocolate work and will be adapted into movie partnerships and seasonal work in 2008.