M&M's Transformer Campaign Kicks Off

Mars Snackfood has released its press release to official kick-off its Transformers partnership with Transformers: Revenge of the Fallen which includes an update to their website. The campaign will run from May through July.

As anticipation for the summer blockbuster builds, Mars Snackfood US will also be rolling out a full-contact, “Transformers: Revenge of the Fallen”-themed marketing campaign in support of the limited-edition products. Specific marketing campaign executions include:

- Action film director Michael Bay is putting his signature touch on a dramatic television commercial in which animated M&M’S® Brand characters, “Red” and “Yellow,” team up with the popular AUTOBOT® OPTIMUS PRIME™, to deliver the M&M’S® Strawberried Peanut Butter Chocolate Candies to stores around the country. The commercial will debut on June 1, 2009.

- Michael Bay himself will become an M&M’S® character for a new “Inner M” print ad that will be featured in June issues of Entertainment Weekly, US Weekly and USA Weekend. The print advertising is an extension of the brand’s “Inner M” equity campaign which encourages Americans to find their fun side and embrace their “Inner M.”

- Consumers will be able to join “Red” and “Yellow,” as well as other “Transformers: Revenge of the Fallen” characters on a digital scavenger adventure on www.mms.com, as well as other sites throughout the Web, beginning May 19, 2009.

- Kyle Busch’s No. 18 M&M'S® car in the NASCAR Sprint Cup Series will sport a special “Transformers: Revenge of the Fallen”-themed paint scheme during the June 21, 2009, race at Infineon Raceway, where Busch took the checkered flag last year. The special paint scheme features movie title decals on the hood, trunk and TV panel and the M&M’S® Brand “Red,” “Green” and “Yellow” characters modified into “Transformers: Revenge of the Fallen” characters.