M&M’S powers up Marvel tie-up with APAC gaming adventure

Mars Foods is extending its global M&M’S and Marvel collaboration into APAC with a new purchase-based gaming campaign, “Be a hero with M&M’S | Marvel”, rolling out across eight markets from 1 April to 31 May 2026.

Built on SUPERFAN’s game engine and audience intelligence platform, the campaign links M&M’S product purchases to a co-branded M&M’S and Marvel gaming experience.

The activation is positioned as one of the largest purchase-linked gaming deployments in the APAC confectionery space and covers Malaysia, Singapore, Thailand, Taiwan, Vietnam, South Korea, the Philippines, and Hong Kong. SUPERFAN is providing unified game deployment, AI-powered purchase validation and audience intelligence across all eight markets.

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To take part, consumers scan a QR code on M&M’S and Marvel packaging, in-store displays or key visuals, which drives them to the campaign’s game layer. Onboarding is completed via the dominant local messaging platform in each market – WhatsApp in Malaysia, Singapore, the Philippines and Hong Kong; LINE in Thailand and Taiwan; and KakaoTalk in South Korea – removing the need for app downloads or email registration.

Participants then purchase M&M’S products and use an in-app AI-powered receipt scanner for instant validation. Each verified purchase unlocks a game entry, giving players access to a gated M&M’S and Marvel mini game where they can accumulate experience points (XP). Multiple entries are allowed, with additional purchases unlocking more play tokens.

Prizes for the campaign include a grand prize trip for two to Shanghai Disneyland, covering return flights, park tickets and two nights’ hotel accommodation. Five mid-tier winners will each receive an iPad Wi‑Fi 256GB, while all participants who complete registration receive a TikTok discount voucher.

“We built SUPERFAN to turn gaming into a verified action channel, not just an entertainment layer. When a consumer in Bangkok and a consumer in Seoul are both engaging through our game engine, that’s a meaningful connection established," said Jason Ang, founder of SUPERFAN. 

The APAC push builds on M&M’S ongoing efforts to court younger audiences in the region. In August last year, the brand named rising K-pop girl group ILLIT as its new regional ambassadors, its first collaboration with a K-pop act, under its refreshed “It’s more fun together” tagline.

The tie-up sees ILLIT join as “Friends of M&M’S” and front the “M dance challenge”, a TikTok-focused activation inspired by the group’s breakout hit Magnetic, which went viral in 2024 and entered the Billboard Hot 100.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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