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M&Ms builds charitable engagement via social media-enabled donation triggers

Mars? M&Ms brand is opening up charitable giving opportunities on mobile by encouraging consumers to complete daily social media challenges and raise funds for Red Nose Day by tweeting via #MakeMLaugh, which will trigger a $1 donation each time the hashtag is used.

M&Ms is ramping up awareness for its second annual Red Nose Day campaign, which raises funds for children in need, by inviting fans to participate in its social media initiatives on Twitter, Facebook and YouTube. The brand is tapping into the rising popularity of social-enabled donation triggers by asking users to engage with the #MakeMLaugh hashtag in exchange for a $1 donation, showcasing how companies can organically spread the word about their charitable efforts.

?Since social media is where the Gen Z and millennial audiences connect and it?s prevalent in nearly 72 percent of consumers? daily routine, we believe the hashtag donation trigger is the most relevant way for our fans to be a part of a larger movement, all aimed at raising money and awareness for the Red Nose Day Fund,? said Tanya Berman, brand director at M&M?s brand.

?Mobile is the centerpiece in all of our marketing efforts. It seamlessly allows us to engage our fans at various touch points throughout each M&M?s campaign. With people constantly on-the-go, it?s important that we continue to make mobile a priority and develop our marketing campaigns with this reality in mind.?

M&Ms nose best
To celebrate Red Nose Day, a charitable holiday that debuted in the United States last year, M&Ms is attempting to spur social media users into engaging with branded content while simultaneously making a difference for children in need.

Each consumer who interacts with the #MakeMLaugh hashtag on Twitter, Facebook or Instagram through May 26 will prompt the brand to make a $1 donation to the Red Nose Day Fund, up to a maximum of $500,000. The company is kicking off the campaign with a flat donation of $500,000 and is hoping to double the amount by inspiring individuals to do their part.

M&Ms is also hosting a daily social media challenge leading up to Red Nose Day on May 26. Each day, users will be invited to partake in a contest such as telling a favorite knock-knock joke or showing off a funny dance move.

One lucky individual?s participation will be broadcast on M&Ms? social channels each day, triggering another $1,000 donation to the fund.

Tapping into social-enabled donation triggers is a strategy also leveraged by other major brands. For example, Marriott teamed up with loyalty platform Chirpify for its #50to50 Super Bowl mobile campaign, which included a hashtag call-to-action that offered ways for consumers to earn additional rewards points, with one lucky winner receiving the opportunity to bring 49 friends to Super Bowl 50 (see story).

?It?s all about campaign and messaging delivery,? said Toni Box, senior director of social media and content at PM Digital. ?Meaning, there are certainly going to be brands who will try to leverage Red Nose Day with the sole objective of gaining increased brand awareness and less focus on contributing to a great cause. 

?In the case of the M&Ms brand, it seems evident that it has properly structured and invested in a campaign that not only carries an appropriate tone in alignment with Red Nose Day?s history of making people laugh, but is also a cause that it has fully committed to by kicking off the campaign with a $500,000 donation. A well-executed and transparent campaign agenda better positions M&Ms? efforts as authentic and therefore more likely to result in its desired goals.?

Continuing the challenges
M&Ms is also including a mobile video component to the campaign by commissioning a social media challenge from YouTube creator and actor Jon Cozart. Mr. Cozart has posted a three-minute vlog on YouTube titled ?Evolution of Challenge Videos,? during which he incites viewers to partake in the hashtag usage and fuel more donations.

Additionally, M&Ms is joining forces with a slew of social media influencers and partners, including Kyle Busch, the driver of the No. 18 M&Ms Toyota Camry, to boost campaign awareness.

A television special, supported by M&Ms and Walgreens, will also air on 9 p.m. ET on NBC on May 26, featuring celebrities, musical artists and actors who will perform and raise money during the event.

Ultimately, M&Ms is well-poised to enjoy even greater brand and campaign engagement on social media for this year?s Red Nose Day campaign. The brand has been tapping into a variety of mobile-first initiatives to boost its social presence and connect with younger consumers as of late.

In March, M&Ms celebrated its anniversary with a bevy of mobile tactics such as live streaming, Q&As, online voting mixed with television ads and retro packaging for a modern take on classic pop culture (see story).

?Not only has the M&Ms brand made it convenient for people to easily spread awareness of the campaign through a dedicated hashtag, but it has taken it one step further by recruiting the help of both influencers and the social media community who will participate in daily challenges in a comical tone, perfectly suited for Red Nose Day: making people laugh,? Ms. Box said. 

?Furthermore, including partners such as YouTube?s creator Jon Cozart will help create greater awareness of the campaign through the exponential reach that they bring with their own loyal followings and resulting engagement.?