M&M’S Instant Story Race

We targeted Millennials and their love of travel to launch 3 new internationally-inspired M&M’S flavors by leaning into a generational behavior of mindlessly tapping through Instagram stories. To play “Instant Story Race,” users were directed to quickly tap through the brand’s organic, 100-frame Instagram story, which featured Yellow running around the world in search of these new flavors.

The faster the user tapped, the faster Yellow ran
and the first person to tap through the entire
story won all 3 new flavors before they were
introduced to the public.