To launch the newest flavor of M&M'S Chocolate Candies – M&M’S Caramel – the brand declared caramel had been “square” for far too long. It was time to change the familiar flavor with a modern and fun makeover and "unsquare" caramel.
In keeping with the unsquaring theme, we used augmented reality (AR) technology to unsquare New York's Times Square and transform it into a modern day, interactive ARcade.
Much like the traditional caramel flavor, the M&M'S ARcade tapped into a nostalgic feeling and brought back memories of a classic old-school arcade. It gave fans the opportunity to use their phone to turn static Times Square billboards into a fun and interactive, vintage arcade game experience.
Fans nationwide can still join the fun by simply picking up a package of M&M'S Caramel and scanning it with the Blippar mobile app to unlock the ARcade experience.