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My M&M's is energizing its on-line communities
At MY M&M'S®, it's not just about the great-tasting chocolate candies, but also the fun the company and its consumers have together personalizing them. A prime example of this engagement is its online Mbassador community where consumers can talk to, and share ideas with, the fun-loving brand. In return, MY M&M’S not only receives invaluable feedback, but also a community of engaged and energized MY M&M’S fans.
With the help of its technology and interactive marketing partners, Satmetrix and imc2, the Mbassador community has grown to more than 38,000 members. Features of the site include surveys and one-question “Quick Polls” as well as Satmetrix Adaptive Conversation sessions where members come together to discuss, share and rate ideas around a variety of topics. There also is an Insider blog hosted by “Emma,” where members join in the conversation about all things MY M&M’S, as well as get sneak peeks about new products and exclusive promotions. As a result of this level of engagement and first-to-know information, members become inspired by their involvement and influence in MY M&M’S product development and marketing.
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A prime example of how the Mbassador program energizes consumers is when MY M&M’S engaged the community through an Adaptive Conversation session and its “Emma” blog for the launch of Faces. The company not only was able to discover how best to communicate Faces, but it also energized members around the new service. They provided feedback, ideas and even advice for each other. For instance, one member suggested to another to put faces on one set of M&M’S and their message on the other for their special occasion.
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| By engaging members in two-way dialog and involving them in the process, members were inspired to purchase the product and refer others. This was evident by the 22.7% open rate and 9.94% click-through rate from a special e-mail promotion members received when it was launched. |
The MY M&M’S Faces launch is just one example of how this highly interactive community is engaging and energizing customers around the brand. Thus far in 2008, the program already has exceeded many KPIs, including increases in:
- Mbassador membership by 31%;
- Average number of referrals received per month (79); and,
- Average participation in quick poll surveys (4,859).
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