Brief:
- Mars Wrigley is as soon as again sponsoring a group of short films motivated by a joyful celebration, and this time dispersing them on social media to reach more youthful audiences. The “Bite Size Holiday” series for the sweet maker’s M&M’s brand name consists of 4 holiday-themed shorts produced by Disney’s marketing sales group and the 20th Digital Studio system.
- The companies enlisted a group of newbie directors to make the four motion pictures, which can be discovered on the Facebook and Twitter channels for Disney’s network brand names. ABC’s social channels are revealing “Science Fair Santa” and “Come In,” while Freeform’s “25 Days of Christmas” channels feature “Santa Will not Leave” and “Swapsies.”
- The “Bite Size Holiday” series to promote M&M’s is another sign of how brands are trying to cut through ad mess and reach younger audiences. Mars Wrigley executed a comparable technique with a Halloween-themed film series in the past 3 years.
Insight:
Mars Wrigley’s group of holiday-themed brief motion pictures for its M&M’s brand are part of the sweet maker’s ongoing efforts to offer original entertainment that is more appealing for viewers. Their much shorter length makes them easy to see on a larger range of devices, including smartphones that supply all-day home entertainment for more youthful audiences whom the business seeks to reach during the holiday season. The “Bite Size Vacation” series can be found in advance of M&M’s planned return as a sponsor of the Super Bowl on Feb. 7.
Mars Wrigley in 2017 first embraced the technique of sponsoring short films in a partnership with Fox– whose parent company subsequently was gotten by Disney– on the “Bite Size Scary” series for its Skittles, M&M’s, and Starburst brand names, Adweek reported. Ever since, Mars Wrigley has returned each Halloween with more short scary movies, including the relabelled “Bite Size Halloween” series that aired on Disney’s Freeform and FX channels, and on its Hulu streaming service in October. Disney stated the “Bite Size Scary” series for Halloween had the greatest ad retention of any marketer in October 2017 and got prevalent attention as people discussed the motion pictures on social networks. The series won “Best of the Finest” in Short-Form Fiction by the 2018 Brand Movie Celebration, verifying that the effort to establish initial material was a winning technique.
By extending the series to the winter season holidays, Mars Wrigley aims to link with customers as they enhance their candy purchases, especially as the pandemic lifts demand for comfort foods and deals with. Nearly all (91%) of U.S. consumers stated they celebrate the holidays with chocolate and sweet, while 80% will buy as much or more chocolate and sweet than normal this year, a survey by the National Confectioners Association discovered.
Mars Wrigley is among the marketers that are sponsoring initial material to engage audiences with their branding as more audiences watch ad-free streaming services like Netflix and Disney+. Pepsi this week revealed another cooperation with Fox Home entertainment, this time to produce a video game show motivated by among the soda maker’s items. “Cherries Wild” will include a top-quality integration with Pepsi Wild Cherry cola and best on Fox in February. On the other hand, Hyundai’s high-end vehicle brand name Genesis and Amazon recently teamed up with digital video network Tastemade on a five-part series called “Origins” that integrates their branding with cooking instructionals from a group of chefs.
