M&M’s loyalty program launches with an extraordinary prize – a once-in-a-lifetime sleepover at their 25,000 square-foot Times Square flagship store (a tourist destination for anyone visiting the city). For the first time since its opening in 2006, M&M’s World New York is offering one lucky winner and four friends the chance to experience an exclusive overnight stay valued at $10,000. The winners will enjoy personalized glamping setups, nostalgic gaming activities, and after-hours shopping access during their three-night New York City adventure. Additionally, participants can earn points through the new M&M’s Fun Club rewards program, unlocking exclusive prizes and experiences, including access to a special flavour mix available only during this event. This unprecedented opportunity runs from February 26 to March 19, 2025, marking a significant milestone for one of New York City’s most popular tourist destinations.
M&M unveils revolutionary Fun Club Program
Mars introduces its first-ever rewards program, enabling candy enthusiasts to earn points through M&M’s purchases and exclusive activities1. The M&M’s Fun Club program offers members multiple ways to accumulate rewards points, establishing a new dimension in customer engagement.
How the loyalty program works
The program operates through a straightforward point-based system. Members earn points by scanning receipts from M&M’s purchases2. Participants can boost their point totals through various online activities. These activities encompass completing profile questions, participating in social media engagement, answering trivia questions, and inviting friends to join the program2.
The Fun Club membership remains free for U.S. residents aged 18 and above, excluding Guam and Puerto Rico2. Upon registration at mms.com/fun-club, members gain immediate access to the rewards platform1. The program runs throughout the year, allowing continuous point accumulation through regular purchases and engagement activities.
Exclusive member benefits
Members of the Fun Club receive access to an array of exclusive rewards. The program offers unique merchandise, including M&M’s-themed items such as:
- Scented candles
- Custom tumblers
- Branded blankets
- Collectible puzzles2
Beyond physical merchandise, the program presents members with opportunities for special experiences and exclusive giveaways1. Between February 26 and March 19, 2025, new members automatically enter a contest for an extraordinary Times Square store sleepover experience21.
The program incorporates gamification elements through free challenges, allowing members to increase their chances of winning special prizes1. These challenges include extended profile completion tasks and friend referral bonuses4. Members gain access to exclusive flavour mixes, available only during special events1.
The Fun Club represents a significant advancement in M&M’s customer engagement strategy. Through this program, Mars creates a direct channel for rewarding loyal customers while gathering valuable consumer insights. The platform seamlessly integrates purchase validation, social engagement, and reward redemption into one cohesive experience1.
Times Square Store transforms into ultimate sleepover destination
The iconic M&M’s Times Square store prepares for an unprecedented overnight experience this April. The 25,000 square-foot flagship location will host its first sleepover since opening in 20065.
Inside the glamping experience
The second floor of the store will transform into a luxurious glamping destination5. One fortunate winner and four guests will receive a three-night stay in New York City, with one night spent inside the store5. The experience, valued at $10,000, includes personalized glamping setups designed specifically for each guest5.
Special activities planned
The overnight adventure features an array of nostalgic activities. Guests can engage in video gaming sessions on dedicated TV setups, create friendship bracelets, and participate in classic board game competitions5. Throughout their stay, winners will have exclusive interactions with an M&M’s Spokescandy6.
The experience extends beyond entertainment. Winners receive:
- Unlimited access to custom-designed M&M’s from the store’s personalization station
- An exclusive after-hours shopping spree
- Complimentary M&M’s merchandise
- Round-trip flights to New York City5
Exclusive flavour mix reveal
As part of this unique experience, M&M’s has created a special flavour mix exclusively for the sleepover event6. This distinctive blend will be available solely to the winners, making it a truly rare tasting opportunity1. The winners will also have access to an extensive selection of M&M’s favorites throughout their stay6.
The contest entry period runs from February 26 to March 19, 2025. Participants must register through the M&M’s Fun Club website at mms.com/fun-club to be eligible for this extraordinary opportunity1. The sleepover package includes accommodation at a hotel near Times Square for the remaining two nights of the winners’ stay7.
Loyalty & Reward Co analysis of M&M’s strategic move
Loyalty industry experts analyze M&M’s strategic entry into the rewards landscape. According to Loyalty & Reward Co, loyalty programs remain essential for influencing customer behaviour and increasing Customer Lifetime Value (CLV) in 20258.
Industry perspectives on program innovation
The launch of M&M’s Fun Club marks a significant shift in consumer engagement strategies. Research indicates that 49% of consumers find special offers and promotions from brand partnerships appealing9. Through this program, Mars gains access to valuable consumer insights and measurement capabilities10.
The program’s design aligns with current industry trends by incorporating:
- Digital integration through receipt scanning
- Social engagement mechanics
- Point-based reward structure
- Exclusive experiential offerings
The loyalty consulting experts highlight how continuous innovation remains crucial for maintaining program relevance in competitive markets11. M&M’s approach demonstrates this through its combination of traditional point collection methods alongside unique experiential rewards.
Competitive advantage assessment
The Fun Club program positions M&M’s advantageously in several key areas. The brand holds a significant market share in the confectionery industry, strengthened by its innovative marketing campaigns12. The program’s digital presence stands out among consumer packaged goods (CPG) brands, supported by:
- Large social media following across multiple platforms
- Website offering product customization
- Clear loyalty program sign-up features
- Interactive elements like 3D store renders13
Industry analysts emphasize that loyalty programs must improve customer retention and boost long-term engagement to succeed11. M&M’s Fun Club addresses these requirements through its multi-faceted approach to member benefits and engagement opportunities.
The program’s structure follows proven loyalty frameworks, incorporating elements that drive incremental revenue and increase satisfaction11. By partnering with loyalty platform Fetch, M&M’s gains access to a network of 17 million monthly active users submitting 8.5 million purchase transactions daily10. This strategic partnership enhances the brand’s ability to collect valuable first-party data and maintain category exclusivity within the platform.
How does M&M’s Fun Club stack up to the Loyalty & Reward Co’s Essential Eight™ principles
- Simple: The program offers straightforward enrolment and point accumulation processes, making it easy for members to participate. It is soo simple!
- Valuable: Members can redeem points for unique rewards, such as exclusive merchandise and experiences, enhancing perceived value. These exclusive items create excitement with many also being efficient. Mars needs to ensure it does not over invest in merchandise that is only for the program. Utilising items sold in its stores should be part of the strategy.
- Stimulating: The program engages members with challenges, social media interactions, and trivia, keeping participation dynamic. The program also promises for changes to keep things exciting for member interaction.
- Emotional: By offering nostalgic experiences like a sleepover at the Times Square store, the program fosters emotional connections with the brand. All the elements described in the sleepover really encapsulate that nostalgia.
- Complementary: The program aligns with M&M’S brand identity, enhancing the overall customer experience without disrupting existing brand elements. It is just simply fun and wants to reward members.
- Differentiating: Unique offerings, such as the Times Square sleepover, set the program apart from competitors. Also using the brand as the halo of the program makes this a delicious winner. However, Mars should ensure its program remains relevant to its audience – otherwise members will disengage.
- Cost-effective: While specific financial details are undisclosed, the program’s structure suggests a balance between reward value and cost management. Efficient rewards help towards this balance. Mars should ensure a full audit is completed during the first six months are reward desirable beahaviour.
- Evolving: The program’s design allows for future enhancements, indicating adaptability to member feedback and changing preferences.
Overall, the M&M’S Fun Club effectively incorporates the Essential Eight™ principles, positioning it as a robust and engaging loyalty program.
Final words
M&M’s strategic launch of the Fun Club loyalty program marks a significant milestone in the brand’s evolution. The program combines traditional point-based rewards with unique experiences, demonstrated by the extraordinary Times Square store sleepover prize. Through digital integration, social engagement mechanics, and exclusive rewards, the Fun Club program strengthens customer relationships while gathering valuable consumer insights.
The Times Square flagship store continues its role as a pioneering retail-entertainment destination. Members benefit from personalized experiences, ranging from custom M&M printing to exclusive flavour access.
Above all, this comprehensive loyalty strategy positions M&M’s advantageously in the competitive confectionery market. The program’s innovative approach to member engagement, coupled with the iconic Times Square location’s experiential offerings, creates lasting connections between the brand and its customers. As a result, M&M’s sets new standards for customer engagement in the retail sector while maintaining its status as a premier tourist destination in New York City.
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References
[1] – https://www.prnewswire.com/news-releases/mars-launches-the-mms-fun-club-giving-fans-a-first-ever-chance-to-sleepover-in-the-mms-times-square-store-302385616.html
[2] – https://www.allrecipes.com/m-and-ms-fun-club-rewards-program-11685940
[3] – https://www.retailtouchpoints.com/podcasts/how-mms-sweetened-the-digital-experience-with-composable-commerce
[4] – https://fox4kc.com/business/press-releases/cision/20250226NY27574/mars-launches-the-mms-fun-club-giving-fans-a-first-ever-chance-to-sleepover-in-the-mms-times-square-store/
[5] – https://www.cnbc.com/2025/02/26/look-inside-mms-will-let-you-sleep-in-its-times-square-store-in-nyc.html
[6] – https://www.mars.com/news-and-stories/press-releases-statements/mars-launches-mms-fun-club-sleepover-times-square-store
[7] – https://nypost.com/2025/02/27/lifestyle/mampms-will-let-you-have-a-sleepover-at-the-times-square-store-in-nyc/
[8] – https://loyaltyrewardco.com/
[9] – https://kobie.com/boost-member-engagement-and-revenue-with-strategic-loyalty-partnerships/
[10] – https://consumergoods.com/diving-shopping-data-mars-rewards-loyalty-new-program
[11] – https://loyaltyrewardco.com/do-loyalty-programs-work/
[12] – https://www.brandcredential.com/post/mms-marketing-strategy-an-inside-look-at-confection-consumer-marketing
[13] – https://www.marketingdive.com/news/mms-leads-cpg-brands-on-dtc-strategy-as-more-shopper-dollars-shift-online/596634/
[14] – https://martech.org/how-mms-transformed-erp-and-commerce-with-composable-architecture/
[15] – https://en.wikipedia.org/wiki/M%26M%27s_World
[16] – https://www.mms.com/en-us/explore/mms-stores/new-york
[17] – https://commercialobserver.com/2019/12/mm-world-and-olive-garden-renew-in-times-square/
[18] – https://www.yahoo.com/lifestyle/11-little-known-facts-nycs-201538451.html
[19] – https://www.warc.com/content/feed/mms-builds-its-experiential-retail-strategy/en-GB/8531
[20] – https://retailtechinnovationhub.com/home/2024/7/22/jarid-lukin-takes-on-physical-stores-role-at-mandms-after-overseeing-candy-brands-global-digital-business
[21] – https://www.amny.com/entertainment/things-to-do/win-nostalgic-sleepover-times-square-mms-store/
