EVENTS & PROMOTIONS: PROMO SPOTLIGHT: MARS' TWIX GIVES SCHOOLKIDS A VOTE ON HOW TO CONCLUDE AD

By Published on .

Marketer: M&M/Mars, Hackettstown, N.J.

Effort: Twix cookie bars Halloween promotion.

Agency: D'Arcy Masius Benton & Bowles, New York, plus in-house.

Twist: Seeking children's involvement with Twix's "Two for me, none for you" TV campaign, M&M/Mars created a half-finished Halloween TV commercial for kids to complete. The spot will be shown on Channel One's in-school network. Then kids will vote on one of three endings for the spot, styled like a classic Frankenstein film. The ending that gets the most votes will appear in the finished 60-second commercial, which will air on national broadcast TV in January when winners of a sweepstakes will be announced.

Vital statistics: The commercial will be shown to an estimated 8.2 million students at 12,000 schools carrying Channel One during the first half of October. Students can vote using a toll-free number, which automatically enters them in the sweepstakes to win two first prizes of $5,000 in clothing and 100 second prizes of 24 CDs.

Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or

In this article:
Most Popular