M&M’s characters brought to life in Melbourne’s Federation Square in conjunction with Starcom

Mars Chocolate has brought its famous M&M’s characters one step closer to their fans in a major augmented reality experience last Friday in Melbourne’s Federation Square, via Starcom.

As part of the M&M’s Come Alive campaign, passers-by were able to meet the chocolate brand’s ambassadors in the heart of the city.

Says Matthew Graham, Mars Chocolate marketing segment leader: “The M&M’s characters are iconic and it was great to bring the personalities of the characters to life with our consumers.

“Activations like these allow people to have meaningful experiences with the brands they love, and provide great content to be broadcast to larger audiences.”

The activation builds on the success of the M&M’s Action Pack, which allows smartphone users to bring M&M’s to life in 3D off specially marked packs.

A digital media campaign will roll out with footage of the activation in the coming weeks.

Starcom worked with Habitat Media on the activation and Devotion on the augmented reality technology. Creative and animation has been devised by Clemenger BBDO.