Mars mobile campaign pushes M&M's for Easter

03/27/2012 | Mobile Marketer

Targeting the major candy-consuming holiday of Easter, Mars is offering dessert recipes incorporating its M&M products in a mobile campaign and sponsorship on the "Today Show" iPhone application. "A lot of candy consumption is based on impulse purchases, so mobile ads are a great way to connect consumers who are out and about shopping with stores that are selling M&M's candies," said Appitalism CEO Simon Buckingham.

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