{
  "slug": "mms-2026-09-27t18-5",
  "company": "M&M's",
  "headline": "Genre-hopping campaign taps film and TV tropes for earned media.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Marketing Dive",
  "source_url": "https://www.marketingdive.com/news/mms-candy-mascots-hop-genres-in-ads-tapping-into-film-tv-tropes/831240/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/mms-2026-09-27t18-5",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · \"Screentime\" campaign — crime thrillers, telenovelas, Survivor spins · M&M's\n\nGenre-hopping campaign taps film and TV tropes for earned media.\n\ndo not make one campaign. Make five versions, each keyed to a different audience or platform behavior. A telenovela parody will get shared in one community; the crime thriller version in another. The brand runs one media buy but earns five social threads. For a product brand, the play is: pick three audience psychographics (age/taste/platform). Commission a copywriter to write three versions of your core message — one as an action scene, one as a rom-com, one as a cooking show. Post all three to TikTok and Instagram as separate videos. Measure watch time and shares by version. Amplify the winner with paid spend. Cost to commission: $3K–$8K per version. The earned media from TikTok alone can be 3–5x paid spend.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/mms-2026-09-27t18-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/mms-2026-09-27t18-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/mms-2026-09-27t18-5",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · \"Screentime\" campaign — crime thrillers, telenovelas, Survivor spins · M&M's\n\nGenre-hopping campaign taps film and TV tropes for earned media.\n\ndo not make one campaign. Make five versions, each keyed to a different audience or platform behavior. A telenovela parody will get shared in one community; the crime thriller version in another. The brand runs one media buy but earns five social threads. For a product brand, the play is: pick three audience psychographics (age/taste/platform). Commission a copywriter to write three versions of your core message — one as an action scene, one as a rom-com, one as a cooking show. Post all three to TikTok and Instagram as separate videos. Measure watch time and shares by version. Amplify the winner with paid spend. Cost to commission: $3K–$8K per version. The earned media from TikTok alone can be 3–5x paid spend.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/mms-2026-09-27t18-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/mms-2026-09-27t18-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/mms-2026-09-27t18-5",
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      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · \"Screentime\" campaign — crime thrillers, telenovelas, Survivor spins · M&M's\n\nGenre-hopping campaign taps film and TV tropes for earned media.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/mms-2026-09-27t18-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Genre-hopping campaign taps film and TV tropes for earned media.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nM&M's ran a campaign called \"Screentime\" that placed its mascots in genre-specific parodies (crime thriller, telenovela, survival reality), built by BBDO Chicago, per Marketing Dive.\nHere's the cool part — the lever almost everyone misses (and you don't have to): do not make one campaign. Make five versions, each keyed to a different audience or platform behavior. A telenovela parody will get shared in one community; the crime thriller version in another. The brand runs one media buy but earns five social threads. For a product brand, the play is: pick three audience psychographics (age/taste/platform). Commission a copywriter to write three versions of your core message — one as an action scene, one as a rom-com, one as a cooking show. Post all three to TikTok and Instagram as separate videos. Measure watch time and shares by version. Amplify the winner with paid spend. Cost to commission: $3K–$8K per version. The earned media from TikTok alone can be 3–5x paid spend.\nWhat that means for you: do not make one campaign. Make five versions, each keyed to a different audience or platform behavior. A telenovela parody will get shared in one community; the crime thriller version in another. The brand runs one media buy but earns five social threads. For a product brand, the play is: pick three audience psychographics (age/taste/platform). Commission a copywriter to write three versions of your core message — one as an action scene, one as a rom-com, one as a cooking show. Post all three to TikTok and Instagram as separate videos. Measure watch time and shares by version. Amplify the winner with paid spend. Cost to commission: $3K–$8K per version. The earned media from TikTok alone can be 3–5x paid spend.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Marketing Dive: https://www.marketingdive.com/news/mms-candy-mascots-hop-genres-in-ads-tapping-into-film-tv-tropes/831240/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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