Football colour commentary just got a lot more colorful. With millions of fans expected to use social media as a “second screen” to enhance their Super Bowl XLVIII viewing experience, Mars Chocolate North America announced an innovative plan to deliver fun, real-time social content to fans during the game featuring three-time Super Bowl MVP Joe Montana – plus America’s Favorite Nut, M&M’S Brand spokescandy Yellow.
Throughout the game, M&M’S will use social media platforms like Twitter, Facebook, Vine and Instagram to distribute colourful stop-motion video content and imagery – made with M&M’S Peanut lentils – that puts a unique visual spin on the plays, performances and pageantry of Super Bowl XLVIII.
But this isn’t just another pretty picture (or Vine or Tweet or Instagram post). Rather, the content will be anchored by analysis from four-time Super Bowl champion Montana, plus humor from Yellow, who’s starring in his first ever Big Game commercial this year. Together, their special brand of color commentary will continue all game long, reacting to the ebbs and flows of the action on the field and the conversation in users’ feeds.
“Countless brands are going to spend Super Bowl Sunday waiting around for one moment to try to infiltrate conversation, but we wanted to do something different that enhances the viewing experience all game long with the irresistibility of M&M’S and the insights of a legend like Joe Montana,” said Seth Klugherz, Senior Director, M&M’S Chocolate Candies.
“We’re not simply hoping to ‘win the night’ with a single post or tweet – we’re hoping to bring a fresh take to the experience that’s colorful and irresistible to deliver the great story about M&M’S Peanut that’s truly worthy of a stage as big as Super Bowl XLVIII.”
Yellow was first introduced along with M&M’S Peanut in 1954 but is taking center stage at the Big Game for the first time in a commercial created by BBDO New York.
All month long, Yellow has taken a leading role in an expansive integrated campaign that has included: an original trailer for the Super Bowl XLVIII spot, a social content series starring actor and comedian David Koechner, and several other events and activations. The campaign focuses on the quality of the brand’s peanuts, as only 1 in 100 peanuts is lucky enough to find their way into a bag of M&M’S Peanut.