Beijing – M&M’S® and LiquidThread, Starcom MediaVest Group’s special business unit for branded entertainment, have jointly brought M&M’S® hugely popular computer-animated ‘spokescandies’, Red and Yellow, to Asia for the first time.

With China as its debut stop, this groundbreaking initiative will see these two mascots appearing in a series of entertainment programmes on TV where they will be doing what they do best – sharing the limelight with Asian celebrities. Additionally, this loveable duo will also be making guest appearances on the streets of Beijing to meet their fans.

Red, who is known to be smart and smug, and Yellow, who is imbued with an innocent and sweet nature, are hugely popular in America, and have hosted many TV programmes including E! Entertainment, one of the most watched variety shows in America. Internationally known as popular hosts, Red and Yellow have interviewed numerous Hollywood celebrities such as Johnny Depp, Brad Pitt and Cameron Diaz, and are also prominent figures on the red carpet at major award shows.

Of their arrival in Asia for the first time, Sergio Peniche, M&M’S® marketing director, said “M&M’S® is a brand about fun and it desires to instill pure, simple fun in others. We are very excited that Red and Yellow have arrived in Asia, and we believe the two super stars will unlock the fun in every one of us, everywhere”.

Partnering closely with M&M’S®, LiquidThread, which represents the next stage of audience aggregation and content development for Starcom MediaVest Group, conceptualised the idea of this branded initiative, and worked with its network alliance in the America to successfully resolve the complicated technical aspects of importing and adapting the animation in China. With an extensive network of over 100 offices worldwide, the branded content unit is also responsible for the strategic planning and execution of Red and Yellow’s debut trip in the mainland.

“At LiquidThread, we seek to increase the scale and innovation of content creation, moving beyond to forge communities, conversations and advocates for brand properties. That is why we’re extremely proud of this milestone collaboration”, said Silvia Goh, Managing Director of LiquidThread, China. “By leveraging on the popularity of M&M’S® Red and Yellow, we are able to create brand experiences that are simple, meaningful and real time across every screen to advance marketer goals”, she concluded.

Storming into the entertainment scene in China, Red and Yellow’s first TV appearance will be on 4 June 2011, as animated hosts on the ever popular TV show, Entertainment Live, a programme under Enlight Media, China’s largest private television program producer. In a special segment called ‘M&M’S® Celebrity Glitz’, Red and Yellow will make their Asia debut interviewing Taiwanese singer Chang Zheng Yue and Hong Kong celebrity Khalil Fang Da Tong. Fans can also interact with Red and Yellow through Sina Weibo at http://t.sina.com.cn/chocolatemms.

By: admin


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