Over 400 million people use Instagram Stories daily. So how does a brand like M&M’s, with predominantly traditional advertising, adjust to this new generational behavior? They tap into it. Literally.

To play “Instant Story Race,” users were directed to quickly tap throughthe brand’s organic, 100-frame Instagram story, which featured Yellow running around the world in search of the 2019 internationally-inspired M&M’s flavors. Users controlled the speed of the race; the faster a user tapped, the faster Yellow ran, and the first person to tap through the entire story won all three new flavors.

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