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.