The search begins on www.findred.ca, where participants can use a version of the Google Maps Street View API to look for three virtual Toronto locations where Red is hidden. To help with the search, the M&M’S® characters will seed clues to Red’s whereabouts on various social media channels, including Facebook, where the brand has just launched a new M&M’S®- Canada fan page!
Each participant who registers online at findred.ca automatically receives an entry into a Sweepstakes for the chance to win* the ultimate ride: a new red smart fortwo coupé! Canadians lucky enough to find Red’s locations will automatically earn additional entries into the Sweepstakes, which also includes a variety of great secondary prizing.
Learn the reason for Red’s disappearance on www.findred.ca, on YouTube and by visiting the new M&M’S® - Canada Facebook fan page. Canadians can also follow @mmsfindred on Twitter to receive clues and discuss the search with fellow participants, using the hashtag #FindRed. In addition, consumers can follow Red as he checks into various locations around Toronto using Foursquare and leaves clues, on the barcodes of delicious participating M&M’S® products through stickybits. For those out and about in real-world Toronto, pay attention to wild postings of M&M’S® Characters around you - each contains a QR code, which will release a Community Clue to find Red. A total of 18 QR Codes are available to be revealed, aiding Canadians in this exciting quest.
Agency, City: Proximity Canada, Toronto
Creative director: John Gagne
Associate Creative Directors: Ari Elkouby, Jeffrey Da Silva, Jonathan Ruby, Rene Rouleau
Copywriter: Ryan Lawrence
Project Manage/Producer: Joanne Sincich
IA: Patrick Jordan
Tech & QA: Darrin Patey, Ifthikar Ahmed, David Imbrogno, Herak Sikdar, BJ Blaney, James Adamson, Jeff Vermeersch
Account Management: Priyanka Goswami, Jesse Abrams
Published/Released: November 2010