M&M's launches music experience 'M&M's Spotlight'

Chocolate brand M&M's has launched its new platform 'M&M's Spotlight', which will include a multi-city concert series aiming to bring chocolate and music together.

M&M's launches music experience 'M&M's Spotlight'
M&M's launches music experience 'M&M's Spotlight'

M&M's Spotlight will take the form of a a series of concerts aimed at connecting its fans to spontaneous moments of fun through music. The surprise concert series will kick off on 12 April with American band DNCE headlining an exclusive concert in New York City.

Tickets will be sold on a first come first served basis, but fans will also have the opportunity to win tickets to the concert at events leading up to the show.

Tanya Berman, brand director for M&M's, said: "M&M's has always strived to connect and remain relevant with our fans through pop culture and music. Music is such a huge part of our young fans' lives and we hope M&M's Spotlight generates sensational memories and experiences they'll remember forever."

In January, the brand celebrated its 75th anniversary with a virtual reality film experience.

More: Smirnoff launches 'Equalizing Music' platform

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