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01/25/2021

Mars Asks Shoppers for Game Picks

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture

Mars Wrigley Confectionery is leveraging its official sponsorship of the National Football League’s Super Bowl LV to stage a national promotion, with account-specific support at Walmart and Amazon.

The “Candy Call It” sweepstakes awards a grand-prize $100,000 plus a slew of other category prizes ranging from electronics and official NFL merchandise to household products and Mars candy. Consumers enter on a promotional website (candycallit.com) from Dec. 1, 2020, until 30 minutes prior to kickoff time on Feb. 7, with on-pack codes from participating M&M’s, Snickers, Twix, 3 Musketeers, Milky Way, Skittles or Starburst SKUs.

With each code, entrants pick one of various activities or potential events that could take place during a specified playoff game, with correct guesses earning account credits. The credits can then be used to make similar guesses about the Super Bowl game across six categories including “Commercial Break,” “Halftime” and “Wild Card,” each with its own prize pool. Participants can also invite friends and see who made winning predictions. The lineup of questions players can guess answers to include queries such as "What jersey number will score the first touchdown?" and "Will the game go into overtime?" New York-based TPG Rewards handles.

The website spotlights Walmart and Amazon as participating retailers, depicting their logos above a “Product Locator” button that then links to a page offering “buy now” buttons for a wide range of retailers that have product in stock, with shoppers able to filter by their preferred brand, flavor and package size. The site also offers up party ideas including activities and recipes incorporating Mars confectionery.

In Walmart stores — where the retailer’s usual “Game Time” messaging is conspicuously absent this season — Mars has the most visible football tie-in leading up to the big game. Commanding prime upfront positioning with both a full pallet display and two different types of half-pallet displays located right near checkout, the manufacturer engages shoppers with a clear call to action: “Don’t just watch the game, play the game!”

The displays depict the official Super Bowl logo alongside the logos of Skittles, Snickers and M&M's, and a mobile phone screen above gameplay instructions directing shoppers to the website.

On amazon.com, a Super Bowl tab within the manufacturer’s brand shop prominently touts the sweeps and offers “add to cart” and other buying options for participating items, a recipe for Snickers “football treats,” and a tabletop game idea incorporating Skittles.

Mars is also supporting its national effort with retailer-agnostic display ads running on websites such as mapquest.com and legacy.com, as well as sponsored blog posts seeded by Winston-Salem, NC-based Inmar Intelligence.

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