M&M’s “Dare to Go to the Darkside”

Project:
To celebrate the launch of M&Ms Dark Chocolate candies, Mars partnered with LucasFilm to bring the magic of Star Wars to the heart of Times Square.

Client:
Mars, Inc., Weber Shandwick Worldwide

• Secure and permit Duffy Square in New York's Times Square
• Liaison with NYC Parks, NYPD and Times Square Alliance
• Coordinate the delivery of authentic X-Wing Fighter to event site
• Audio, staging, signage, tents, stanchions, barricades
• Manage rehearsal with actors and other talent
• Coordinate and stage manage live show
• Consult on editing of audio track with Lucasfilm effects and voiceover
• Crowd control and on-site event management

• One authentic X-Wing Fighter placed carefully on an island in the middle of Times Square
• 20'x 30' custom-designed backdrop raised on chain motors during the show's dramatic climax
• Team of 14 riggers, stagehands and staff for an overnight load-in in the pouring rain
• Two dozen hot coffees for the crew from the all-night Howard Johnson's on Times Square.
• Anthony Daniels, the original C-3P0, in costume with Darth Vader, mVader, mObiWan and six Storm Troopers
• ClearComm stage management communications system, including in-ear monitors for Mr. Daniels and other characters to hear their lines

184 million media impressions - Dark Chocolate M&M'S were covered on 25 national TV segments on programs including: Entertainment Tonight, The Insider, Access Hollywood, Daily Show (Comedy Central), Best Week Ever (VH1), The Late Late Show with Craig Ferguson, CNN Daybreak, CBS Early Show and MSNBC News Live. Also received Gold Ex Award from Event Marketer Magazine.