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>M&M's: Shell-Shocked
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M&M’s ShellShocked POSITIONING DOCUMENT AND MARKETING SUPPORT
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Title:
M&M’s
Mutiny of the Minis
Platform:
PSX
Category:
Kid’s Entertainment
Target Audience:
Parents/Kids
ages 5 and up
Pricing: Ship
Date:June
2001
The Mutiny of the MINI’s is a fast-moving 3D action game based on the M&M’s license, starring Yellow and Red. The game uses a proprietary 3D graphics engine that provides a high level of player interactivity in a fast, colorful and detailed 3D world.
Mutiny of the M&M’s Minis is a fast-moving 3D action game based on the hugely popular M&M’s animated characters. The game uses a proprietary 3D graphics engine that provides high player interactivity in a fast, colorful and beautifully-detailed 3D world. The game is based on an acton/education game called M&M’s: The Lost Formulas, for Mac and Windows. The Playstation version is a pure entertainment product and contains many gameplay enhancements/additions to the original title. These additions include: boss levels, power-ups, and secret passages.
- Stunning high-resolution 3D graphics
- Nonviolent 3D adventure for the whole entire family
- Proprietary 3D engine
- Boss levels
- Power-ups
- Secret passages
- Ages 5 and up
- Ideally the game will have the same universal demo as M&M’s candy (toddler to senior citizen)
Rationale for Launching This Product
- To capitalize on the M&M’s brand and bring it into the world of digital entertainment.
- Leverage the continuing popularity and growth of M&M/Mars spokescandies to subtly teach kids basic math skills.
- To create a new niche/category of learning action games using recognizable characters.
- There are presently over 50 licensees ranging from stickers to telephones.
- 97.3% brand recognition
Q Score Support
- The overall average score for these characters is 51, 122% more than the overall average score for the 643 characters in the study.
- In the demographics we are most concerned with, the characters had one of the highest rankings.
- National television support for the brand.
- M&M’s brand is #1 in advertising spending in the category, committing more than 3x the dollars versus the next closest competitor.
M&M’s is a registered trademark of Mars, Inc. one of the largest and most secretive companies in the world, whose annual revenues reach $15 billion. It is the #2 candy maker in the US and #1 company internationally, and is #5 on FORBES list of privately held top 500 corporations. Mars candy products include M&M’s, Snickers, Milky Way, 3 Musketeers, Skittles, Twix, and Starburst. In addition, the company offers Dove ice cream, Combos and Kudos snacks, Uncle Ben’s Rice (the #1 brand) and pet food. Mars sells its products in more than 100 countries on five continents, with manufacturing facilities in more than 60 countries.