M&M Minis: "The Swarm" Online Comic

CLIENT

BBDO New York is part of BBDO Worldwide - the second largest global agency network, and Marvel Comics is one of the world's most prominent character-based entertainment companies.

BACKGROUND

15 letters was charged with the task of translating and transforming the two-dimensional M&M's Minis comic book created by BBDO New York and Marvel Comics into an online environment.

THE SOLUTION

We took things a step further and created an online space that accentuated and improved upon the source material. We designed a vivid and immersive online viewing experience all about discovery and surprise. We started with the imagery from the Marvel comic book to tell the story, then added more robust content and new applications to encourage repeat and regular visitation to the site. Users were encouraged to explore the comic book in great detail as well as amuse themselves through exploration on the home page, as well as within the two interactive applications: the Swarm-O-Matic and Pict-O-Master.

Robust Content

The Swarm site featured eight online comic stories with rich sound effects and spectacular animation. The main comic provided an introduction to the Minis and their mutated nemesis, Master M, six of the individual comics featured the various shades of Minis, and a concluding comic opened up the possibility and promise of future adventures.

Unique Entry Points

There were three different interactive homepages, each full of surprises that rewarded user discovery and exploration. Each home page was designed to resemble the rubble of Master M's lair, and contained various musical cues, user-activated special effects and games - all of which visually tied back into the comic's introduction.

Interactive Applications

Swarm-O-Matic

The Swarm-O-Matic was a drawing application which allowed the user to sketch out a design on the screen. Once completed, the drawing was recreated and brought to life by a swarm of Minis, just as they do in the comic. Furthermore, drawings could be saved and displayed in an online gallery. The Swarm-O-Matic utilized a "tell-a-friend" feature that enhanced the viral nature of the site by allowing users to send pictures to their friends to view and encourage them to create their own a picture.

Pict-O-Master

The Pict-O-Master was an interactive desktop creator which encouraged the user to create a unique scene, utilizing elements and images from the comic. In addition, user codes obtained from the Minis candy packages could be submitted to unlock hidden files.

SUCCESS METRICS

M&M's Minis - The Swarm was created as a brand-building microsite and application to help extend awareness and bring the comic book to life online. Success was measured mainly through visitation and engagement.