Competitive Edge - Sports & Entertainment Marketing News

M&M’S ‘rebrands’ as Ma&Ya’s as Super Bowl stunt unfolds via Maya Rudolph teaser ads


M&M’S says it’s renaming its candy Ma&Ya’s – or at least that’s what it would have consumers believe, per its latest teaser. 

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Which might best describe M&Ms Super Bowl marketing campaign?
  3. What is publicity?
  4. Why is publicity important to a business or brand?
  5. How do you think businesses and brands generate publicity?
  6. Can publicity be both positive or negative? What is an example of each?
  7. What is a publicity stunt?
  8. Why do businesses and brands engage in publicity stunts?
  9. Do you think there are any risks associated with publicity stunts?
  10. Based on information from this story, describe this publicity stunt from M&Ms.
  11. Why do you think M&Ms launched this stunt?
  12. What does it have to do with the Super Bowl?
  13. What is crisis management?
  14. Why is it important to a business or brand?
  15. Do you think M&Ms has a crisis management strategy in place for its handling of the publicity surrounding the introduction of new characters? Why or why not? What might that strategy be?
  16. What is influencer marketing?
  17. Why do you think the brand chose to partner with Maya Rudolph for this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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