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M&Ms Promotes Halloween Sweeps with NYC Event

By Oct 19, 2007

Halloween came a little early to M&M’s World in New York City’s Times Square Wednesday.

Mars North America staged an event outside its iconic store complete with a headless horseman and candy giveaway to draw attention to its $1 million Halloween Instant Win Game and Sweepstakes, which runs through Oct. 31.

A costumed horseman galloped through the streets of mid-town Manhattan, escorting a branded armored truck to M&M’s World. The vehicle carried thousands of bags of M&M’s candies—each containing a code needed to enter the sweepstakes—that will be sold on stores shelves.

Joey Fatone, host of “The Singing Bee” was on hand distributing candy to the crowd. In all, about 1,000 regular-sized packages of M&M’S milk chocolate candies were distributed, the company said.

People who buy large bags of M&Ms candies can enter the codes on http://www.MMS.com for a chance to win the $1 million prize. An instant-win game offers the chance to win a seven-day family trip to the Haunted Mansion at Walt Disney and $1,000 in spending money. Lesser prizes include a year’s worth of M&M treats and a three pack of Halloween DVD movies.

Eventage Event Productions handled the event for Mars North America. TV spots, FSIs and PR support the sweepstakes. Agencies T.J. Paul, G2, Weber Shandwick handled the overall campaign.

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