# Interactive Ghost Story Campaigns M&M's Halloween Campaign is Launched in Weekly Installments By Kalin Ned | Published 2018-10-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/interactive-ghost-story References: [marketingdive](https://www.marketingdive.com/news/campaign-trail-mms-tells-interactive-ghost-story-snapchat-brings-dancin/507721/) & [twitter](https://twitter.com/mmschocolate?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E920293664848523265&ref_url=https%3A%2F%2Fwww.marketingdive.com%2Fnews%2Fcampaign-trail-mms-tells-interactive-ghost-story-snapchat-brings-dancin%2F507721%2F) 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](https://www.trendhunter.com/trends/cape-town), [Instagram](https://www.trendhunter.com/trends/bolthouse-fresh), and [Twitter](https://www.trendhunter.com/trends/barcade-campaign). 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. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 23% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Interactive Storytelling:** Disruptive innovation opportunity: Developing immersive and interactive storytelling experiences to engage consumers and create brand loyalty. - **Choose-your-own-adventure Campaigns:** Disruptive innovation opportunity: Utilizing interactive campaigns that allow consumers to make choices and personalize their brand experience. - **Multi-platform Marketing:** Disruptive innovation opportunity: Implementing campaigns that leverage multiple social media platforms to reach a wider audience and enhance brand visibility. ### Where This Applies - **Candy Manufacturing:** Disruptive innovation opportunity: Incorporating interactive storytelling campaigns to create unique and engaging experiences around candy products. - **Entertainment Industry:** Disruptive innovation opportunity: Collaborating with brands to create immersive and interactive storytelling campaigns in the entertainment industry. - **Marketing and Advertising:** Disruptive innovation opportunity: Offering services that incorporate interactive and multi-platform marketing strategies to boost brand engagement and customer interaction. ## Related on Trend Hunter - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Experiential Marketing Campaigns](https://www.trendhunter.com/trends/campus-tour.md) - [AR-Powered Cereal Games](https://www.trendhunter.com/trends/general-mills-1.md) - [Generational Unity Candy Campaigns](https://www.trendhunter.com/trends/mms-its-more-fun-together.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Spooky Dating-Inspired Candies](https://www.trendhunter.com/trends/ghosted-sweethearts.md) - [Halloween-Inspired Pretzel Campaigns](https://www.trendhunter.com/trends/pretzelface-campaign.md) - [Larger-Than-Life Candy Campaigns](https://www.trendhunter.com/trends/15foot-inflatable.md) - [Spooky Interactive Yogurt Packaging](https://www.trendhunter.com/trends/chobani-flip-greek-yogurt.md)