How M&M’s is making their Facebook page fun.

Kaitlynn Crane 08/17/15 - 1:58 pm

When it comes to gamification on social media, M&M’s wins. The brand’s Facebook page is home to more than 10 million fans, and quite a few of them choose to interact with their game-based posts.

On the day the brand claimed to lose their “pretzel guy” in a sea of chocolate candies, more than 11,000 people commented on the post—all trying to find him. (Hint: He’s on the right half!)


Oh no! I’ve lost pretzel guy! Can you help me spot him? – Orange

Posted by M&M’s U.S.A. on Wednesday, February 20, 2013


Fans have also tried to help various M&M’s out of mazes and into their bags. 


Can you help me make my way to the M&M’S Crispy? I got a bit turned around. – Yellow

Posted by M&M’s U.S.A. on Thursday, January 8, 2015


In this photo, hide and seek is the name of the game. The brand hid their M&M’s somewhere in the scene, and more than 4,300 fans tried to spot them. (Did you find them all? Now try spotting all the differences in this gamification post from The HoneyBaked Ham Company.)


How many of us can you spot? -Red

Posted by M&M’s U.S.A. on Sunday, June 8, 2014


On this day, the brand posted a floral illusion. Hard to stare at. Even harder to find the hidden M&M. Perhaps one of their trickiest games, the post garnered more than 26,000 likes, 3,300 comments and 4,700 shares. How’s that for high engagement?


Hoping this illusion can help me hide from the hungry people. Can you find me? – Orange

Posted by M&M’s U.S.A. on Friday, April 5, 2013


Time to put your spatial reasoning skills to the test (and your will to count M&M’s instead of eat them). More than 6,200 fans tried guessing how many of their favorite candies were in the jar. One fan came close—guessing just one number off. What’s your guess? See how close you came here.


Have the eye of a tiger? Prove it. Count and post how many M&M’S you think are in the jar. I’ll reveal the answer on Instagram later this afternoon. – Ms Brown

Posted by M&M’s U.S.A. on Tuesday, July 16, 2013


It’s game time, again. Can you spot the six M&M’s colors in this word search? Fans of the Facebook page could—with hundreds commenting on the post and thousands liking it.


Can you spot the six M&M’s colors in this word find? – Ms. Brown

Posted by M&M’s U.S.A. on Saturday, August 30, 2014


Which post was your favorite? Tell us in the comments below.

To see how other brands are using gamification to increase engagement, visit the original post in this series.

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