Mars Chocolate and Google Play Sweet Nights In promotion

Mars Chocolate has kicked off Sweet Nights In, an on-pack promotion in partnership with Google Play.

The activity is running across standard pouch, large block and multipack formats of nine popular Mars brands, M&M’s, Twix, Maltesers and Galaxy. It offers snackers money off in-home entertainment through Play, with 50% off movie rentals and £3 credit to use across a wide range of TV shows, books, music and apps.

Shoppers need to visit to register their pack’s code to receive another code that is entered into the redeem function on Google’s entertainment service.

Sweet Nights In aimed to capitalise on two of the biggest consumer trends of the moment: evening in-home treats and video content, currently the most popular form of evening entertainment in the UK, according to Mars.

The activation was the confectionery giant’s first involving its “biggest blockbuster SKUs across bars, bitesize and block segments”, said Bep Dhaliwal, trade communications manager at Mars Chocolate UK.

“Rooted in cutting-edge shopper and consumer insight, we’re confident this promotion can help drive growth across the category, boost sales for retailers, and provide consumers with a great chance to enjoy blockbuster films.”