M&M’S RICKTOK

How do you land yournew global brand platform “It's More Fun Together" in a divided world where social media is the most un-together place imaginable? Ifyou're M&M'S, you launch it with a single fan. Meet Rick Stephan, a 75-year-old M&M’S memorabilia collector searching for thélone thing missing to complete his 8000+ piece collection: arare apple tree salt & pepper shaker. M&M'S turned their TikTok into Ricktok, and for 4 weeks, M&M'S social served only one purpose: find Rick’s Apple Tree. @User28168281869671 @mmschocolate @ highest- rming this man ” i Cc Kk t oO Ik — = the hunt bringing the internet together to help one man find one y, ver: specific thing The search reached all corners of the wonderfully weird collector community, from bartering one of Rick’s hand painted portraits of the shaker on eBay, to wanted posters on Marketplace. The internet quickly fell In love with Rick. And despite many false leads, many grandmas who didn’t in fact have the salt & pepper shaker, inter-collector betrayal and evena million dollar ransom note - people ae rallied behind Rick’s cause and engaged with each episode as the search for the Apple Tree played out in real time. Just as all hope seemed lost, a fellow collector reached out and M&M’S. secured Rick's prize. 2 Following | 20 Ser This unlikely approach became the Most successful organic campaign in M&M'S history, showing that all it takes ° @ e to unite the internet is a grandpa from Indiana and his love of M&M's. 431% k= = 3,556% 1 cl ann willbreak into your house WD iisiicsrasac myer Dropieverything and help Rick ‘Check with the Salt & Pepper teal your valuables and the shab pila Hen nade Oy shee | Museum in Gattinburg, 1H P een We own that Salt and Pepper set. ove the chaos inthis e My gradma has one Itis not for sale though serious ‘Ummm tove him? will never buy another m&mif don't see him with that Yoo Mr GRavoMA USED TO salt shaker soon 07 9