Multiple Mars ad servers (horizontal or vertical leaderboard and skyscraper ads) and pencil banner ads (thin top-of-page ads) within samsclub.com encourage shoppers to “Never stop summering” and to “Enjoy the long weekend with sweets to beat the heat,” while linking to a decked out custom brand showcase via a “Shop Now” button.
The showcase continues the summer theme and messaging while highlighting select candy SKUs and variety packs from the manufacturer. A category POV ad (the top ad on a category page/brand showcase) communicates a “Squeeze the most out of the season” message and links to a “Mars Summer” e-commerce page listing more SKUs from the manufacturer’s confectionery brands including M&M’s, Skittles, Snickers and Starburst.
The decked out showcase also serves up ways to engage and inspire shoppers through recipes and a printable M&M’s bingo card. One banner ad on the page promotes a 15-minute, “too easy” recipe for an M&M’s Red, White and Blue trifle alongside a video tutorial demonstrating the recipe. Or for a healthier treat, another ad on the page promotes a recipe for M&M's caramel apple pops for those who want to “Sneak in some fruit.” A “See Recipe” button on the ad also links to a dedicated web page detailing the recipe.