US confectionery giant Mars Inc. has reported that traffic to the website of its M&M candy brand increased by 145% earlier this month, prompted by a global survey enabling consumers to vote for the next M&M colour.
Go deeper with GlobalData
“The recent online ad campaign by M&Ms is a great case study in how Web advertising can build brand awareness and drive site traffic,” said Charles Buchwalter, VP, media research for NetRatings.
During the week ended 19 May, 336,000 surfers logged on to MMS.com, according to Internet audience measurement service NetRatings. Of these visitors, the majority were female, as the site attracted a 67-to-33% gender split in favour of women.
A total of 30% of the consumers voted for the colour purple, which was the most popular choice. Pink and aqua were the other choices.
To find out how you could use online advertising to achieve similar success, mail Charlotte Bristow at just-food.com.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
