Mars Snackfood U.S. is hoping to drive sales of its candy with a Halloween-themed sweepstakes and instant-win game offering the chance to win $1 million.
People who buy specially marked bags and individual sizes of M&M’s, Snickers, 3Musteteers, Twix, Milky Way, Skittles, or Starburst products enter UPC codes for the “Halloween Million” promotion at HalloweenMillion.com through Oct. 31. Players then will be directed to that brand’s “room” in the Million Dollar Mansion.
Each room will contain clickable items, which could reveal an instant-win message. Prizes include coupons for free candy, $1,000 M&M’s branded Visa cards. People who play will be entered in the sweepstakes for the $1 million grand prize. In all, 20,000 instant-win prizes will be awarded, the company said.
The site also features online games in each brand’s room to extend the experience.
Visitors to the site can read about Old Man Candy, a mad scientist with a killer sweet tooth who made millions developing candy concoctions. In his mansion lays lots of cash, but no one who enters it comes back alive, according to the story.
Mars plans to offer new items as part of the promotion, including a Halloween M&M’s blend called Cool Ghoul’s Mix, which brings new colors to the mix, and Snickers Rockin’ Nut Road candy.
In-store, displays and P-O-P will help promote the sweepstakes. TV, print and print, radio and online marketing also support the effort. G2 Interactive was responsible for the campaign launch.