Last year, popular candy brand M&M's built a choose-your-own-adventure-style interactive ghost story campaign. The tale, dubbed 'Millie & Max: A Ghost Story,' was told in seven chapters and proved to be a wonderful way for engaging young consumers in the weeks, leading up to Halloween. Each animated installment ran for approximately 30 minutes and was shared on social media platforms like Facebook, Instagram, and Twitter. The mood of the series was kept spooky and M&M's product appeared throughout as a "plot device."
With the release of each chapter from the interactive ghost story, a poll was issued, asking users to cast their vote on one of two possible outcomes. The next video installment from Millie & Max's tale progressed based on the most popular choice.
Interactive Ghost Story Campaigns
M&M's Halloween Campaign is Launched in Weekly Installments
Trend Themes
1. Interactive Storytelling - Disruptive innovation opportunity: Developing immersive and interactive storytelling experiences to engage consumers and create brand loyalty.
2. Choose-your-own-adventure Campaigns - Disruptive innovation opportunity: Utilizing interactive campaigns that allow consumers to make choices and personalize their brand experience.
3. Multi-platform Marketing - Disruptive innovation opportunity: Implementing campaigns that leverage multiple social media platforms to reach a wider audience and enhance brand visibility.
Industry Implications
1. Candy Manufacturing - Disruptive innovation opportunity: Incorporating interactive storytelling campaigns to create unique and engaging experiences around candy products.
2. Entertainment Industry - Disruptive innovation opportunity: Collaborating with brands to create immersive and interactive storytelling campaigns in the entertainment industry.
3. Marketing and Advertising - Disruptive innovation opportunity: Offering services that incorporate interactive and multi-platform marketing strategies to boost brand engagement and customer interaction.