The partnership will result in a series of videos, as well as plenty of Facebook content intended to create a season-long party atmosphere among women 18 to 49.
First it was green M&M'S with a racy reputation, but now, thanks in part to a relationship with ABC's The Bachelor, the Mars chocolate brand is positioning its yellow peanut variety as something of a ladykiller.
The Facebook-heavy campaign is pushing Yellow and the latest Bachelor, former soccer player Juan Pablo Galavis, as "an irresistible pair" as it tries to "raise the profile of the brand's M&M'S peanut variety" and the concept that just one in 100 peanuts meets its high standards to the audience of women 18 to 49 who tune in to see Galavis' exploits each week.
Throughout this season of The Bachelor, which debuted January 5, Yellow will be featured in four 30-second video vignettes during commercial breaks, where he, Galavis and series host Chris Harrison "hang out in the bachelor mansion, discuss women and bond over their shared experience of being irresistible," a press release says.
Yellow made his first appearance on January 13 in a video that aired during Episode 2.
According to a press release from ABC, this episode had 7.9 million viewers and was Monday's number one show among women 18 to 49. ABC says it was also the night's most social broadcast with 173,000 tweets. What's more, ABC says total viewership was up 5 percent over its year-ago telecast.
A YouTube video featuring Yellow and Galavis had 23,000 views as of January 17.
In addition to the video vignettes, M&M'S says it will support the partnership through social content on its Facebook page and Yellow's Twitter feed.
For his part, Yellow has 13,000 followers. (@JuanPaGalavis has 218,000.)
M&M'S, which has 10.2 million likes, has added "An Irresistible Pair" tab on Facebook, which says it has "everything you need to turn each episode of The Bachelor into one delicious viewing party." That includes games like Bachelor Bracket and Bingo, as well as a shopping list, recipes, polls and downloadable images of the duo.
The brand is also encouraging fans to use #ManCandyMonday on Facebook and Twitter.
According to M&M'S, the partnership will continue across the shows' and talents' digital platforms, including M&M'S branding on The Bachelor microsite on ABC.com and The Bachelor's Twitter feed, as well as print ads in magazines like People and US Weekly.
"This is the perfect partnership because both Yellow and The Bachelor are irresistible," said Seth Klugherz, senior director of M&M'S, in a prepared statement. "Yellow also knows a thing or two about worrying about being picked -- in fact only 1 in 100 peanuts is lucky enough to find their way into a bag of M&M'S Peanut."
An M&M'S rep was not available for comment.
The Bachelor Social Scene on ABC.com, which aggregates fan comments from Twitter and has other M&M'S-themed Bachelor content, is also sponsored by M&M'S.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014