Mars Wrigley Reimagines Halloween with TREAT TOWN™ and Interactive Experiences
Even though 2020 feels like a trick, Mars Wrigley made sure people still get treats this Halloween. The season looks different this year, no doubt. But, inspired by our goal to bring better moments and more smiles to the world, we found new ways to help communities celebrate and connect safely.
As moment makers, we knew we had to step up to reimagine the season — perhaps even make it the most innovative yet! This kicked off Mars Wrigley North America’s ambitious objective to “save Halloween.”
“Over the past five years, I’ve had the amazing opportunity to experience Halloween in the U.S. with my family and have personally realized that Halloween is one of those unique moments that makes the world smile,” said Romain Apert, Mars Wrigley’s Chief Information Officer. “So, the one question that was consistently coming through from collective conversations was, 'can we make Halloween an even better moment, not only in 2020, but for the future years to come?'”
It’s a question that ultimately led to the creation of TREAT TOWN™ — the first-ever digital tool to complement trick-or-treating in a virtual world. The mobile app provides new ways to create countless memories, even from behind a screen, and do good by “treating it forward.” Trick-or-treaters have the option to redeem treat credits or give credits to the Boys & Girls Club of America, a voluntary after-school programs for young people — in addition to Mars Wrigley’s $50,000 donation this year.
The app is also full of interactive surprises. Users can collect their favorite candy, connect with friends and family and visit U.S. attractions — all from the comfort of their own home. While exploring TREAT TOWN™, people can explore must-see digital attractions, such as Disney’s Haunted Mansion, M&M’S® World in Times Square, and a pit stop at the No. 18 M&M’S® Toyota, driven by Kyle Busch, who drove a replica version of the virtual car live at the track.
Halloween celebrations don’t stop with TREAT TOWN®. We brought back Zombie SKITTLES® and unveiled a socially distant Halloween costume inspired by the rotten zombie flavor found only in our product. The costume features a six-foot-wide design that mirrors the pack design of Zombie SKITTLES®, along with a special “Zombie Mode” button that releases the scent of rotten zombie, all meant to further encourage fans to keep a safe distance while celebrating Halloween this year.
Additionally, in Newark, New Jersey, the home of our Mars Wrigley North American hub, we hosted our M&M’S® traveling Halloween truck, designed to share Halloween fun with the most community members possible, while avoiding large and lingering crowds, and keeping the distribution completely outside for safety.
“We’ve been around for 100 years, and we take the responsibility of delivering this ritual very seriously,” said our North American President Anton Vincent. That commitment is evident with this year’s spirited campaign that brings the fun of our brands, safety for communities, and the first-ever trick-or-treating digital experience to thousands.
Halloween Safety Tips for You
As part of our commitment to ensure this holiday is safe for communities, we partnered with the US National Safety Council to develop a set of safety recommendations.