The five colourful M&M’S® spokescandies are looking for their outspoken brother, Red. Canadians will have a chance to win a red smart for two coupé by helping with the search in a new online promotion called Find Red created by Proximity Canada. The search begins on www.findred.ca, where participants can use a version of the Google Maps Street View API to look for three virtual Toronto locations where Red is hidden. To help with the search, the M&M’S® characters will seed clues to Red’s whereabouts on various social media channels, including Facebook, where the brand has just launched a new M&M’S®- Canada fan page.
Each participant who registers online at findred.ca automatically receives an entry into a Sweepstakes for the chance to win the ultimate ride: a new red smart fortwo coupé! Canadians lucky enough to find Red’s locations will automatically earn additional entries into the Sweepstakes, which also includes a variety of great secondary prizing.
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Learn the reason for Red’s disappearance on www.findred.ca, on YouTube M&Ms Canada channel and by visiting the new M&M’S® – Canada Facebook fan page. Canadians can also follow @mmsfindred on Twitter to receive clues and discuss the search with fellow participants, using the hashtag #FindRed. In addition, consumers can follow Red as he checks into various locations around Toronto using Foursquare and leaves clues, on the barcodes of delicious participating M&M’S® products through stickybits. For those out and about in real-world Toronto, pay attention to 18 wild postings of M&M’S® Characters around you. Each contains a QR code, which will release a Community Clue to find Red.
The Find Red campaign was developed at Proximity Canada, Toronto, by creative director John Gagne, associate creative directors Ari Elkouby, Jeffrey Da Silva, Jonathan Ruby, Rene Rouleau, copywriter Ryan Lawrence, project manager/producer Joanne Sincich, IA Patrick Jordan, tech and QA team Darrin Patey, Ifthikar Ahmed, David Imbrogno, Herak Sikdar, BJ Blaney, James Adamson, Jeff Vermeersch, account management team Priyanka Goswami and Jesse Abrams.