M&M’S Store in Times Square Hosts First-Ever In-Store Sleepover

The M&M’S Store in Times Square is hosting a first-of-its-kind sleepover for lucky fans.

In a press release, the company revealed that the offer is designed to launch its first-ever rewards program, M&M’S Fun Club, in which members may earn points with every purchase and redeem them for special prizes, colorful experiences, and giveaways.

This April, one lucky Fun Club member and four of their pals will win the ultimate sleep party at the M&M’S Times Square location. Inspired by the trend of reliving the excitement of an overnight stay with your best friends at any age, the shop sleepover will include personalized glamping setups and nostalgic sleepover games.

But this is not your typical sleepover — the M&M’S Fun Club winner and their friends will also get the opportunity to hang out with a Spokescandy, try a unique Fun Club flavor mix accessible just during the sleepover experience, go on an after-hours shopping spree, and, of course, enjoy some scrumptious goodies containing a variety of favorites.

“Our M&M’S fans are some of the most fun, loyal, and creative people, so we created the M&M’S Fun Club to give them a place to enjoy our delicious products, score sweet rewards and prizes, and most importantly, celebrate the power of fun,” said Gabrielle Wesley, chief marketing officer of Mars Wrigley North America, in a statement accompanying the press release. “We’re delighted to kick-off the M&M’S Fun Club with a one-of-a-kind experience like the M&M’S store sleepover, to give fans a taste of the unique experiences, products, and exciting prizes the brand has in-store.”

Fans can sign up for the M&M’S Fun Club experience until March 19 to be entered to win the “ultimate night of nostalgic fun with friends.”

M&M’S Offers Personalized Experiences, but Should All Companies?

Last August, the popular candy company launched a new venture that provides tailored products for family trips and weddings. The personalization possibilities are only available at the brand’s four retail stores and online, and they feature a wide range of products, including Wedding Ring Party Favors and Just Married Wedding Favor Tins. Couples can add a distinctive touch to their celebrations by selecting from over 20 colors and personalizing candies with messages, names, or images.

Large and small brands alike can benefit from this customization strategy. According to Phys.org, scalable personalization can “reduce customer acquisition costs and increase revenues. Personalizing experiences, when offered to millions of customers, make it difficult for competitors to imitate, especially when brands use proprietary technology.”