12 Memorable Event Marketing Campaigns

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Delightful Pairing

M&Ms "Dare to go to the Dark Side."
In March 2005, to celebrate the launch of M&Ms new Dark Chocolate candies, M&Ms and Mars Candy Co. worked alongside LucasFilm. Advertising group Eventage dropped an authentic X-Wing Fighter on an island in the middle of New York's Times Square, and invited Anthony Daniels—the original C-3PO—in costume with Darth Vader, six Storm Troopers, and M&Ms also dressed as Star Wars characters. The actors participated in a performance that seamlessly blended the Star Wars universe with the world of M&Ms. The promotion received 184 million media impressions, was covered on 25 national television segments.