M&M’s has partnered with Amazon’s video doorbell brand Ring, so visitors are greeted with immediate responses from the confectionery brand’s mascot Red.
Timed for the run-up to Halloween, the marketing campaign sees callers getting “fun and festive quick replies” from Red, which “turns the tables on trick or treaters” the brand said.
Replies from the “iconic spokescandy” include: “If you want that treat, then the trick’s on you. Shake like a skeleton and drop me a head, shoulders, knees and toes… Ok funny bones… I’ll be right there” and “Let’s see you ride an invisible broomstick like a pro… haha, you’ve raised my spirits… I’m on my way”.
Quick replies are a standard feature of the Ring video doorbell, so homeowners can inform visitors they’re on their way to the door, or leave a message.
“We’re thrilled to partner with Ring to celebrate the playful spirit of Halloween. By adding that fun M&M’S touch to Ring video doorbells, we hope to encourage more people to get involved with trick or treating traditions whilst creating some entertaining memories along the way,” said Sophia Padt, M&M’s senior brand manager at Mars Wrigley.
As part of the campaign, which runs until 4 November, the brand will be encouraging Ring customers to share “hilarious reactions” to the quick replies on social media platforms to “drive widespread conversation around the partnership”. The partnership also includes content creator collaborations with a range of influencers as well as related marketing across paid media channels, in store, social media and earned media.
The brand said it expects the campaign to deliver over 10 million impressions by the time it has ended.
Amazon’s Ring launched its doorbell-based advertising offering in 2022, with a campaign for movie The Batman. Upon pressing the buzzer, visitors heard heroic music and a voice stating “bat signal activated”.
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